2025 Is The New 2014: Ice Bucket Challenge Revival
Few campaigns have stood the test of time like the Ice Bucket Challenge of 2014. It was rather simple, highly shareable, and, most importantly, it worked to bring awareness of ALS. Fast forward to 2025, and the campaign has returned in a new, emotionally resonant form—one rooted not in physical health, but in the invisible battles many face daily: mental health. As a young PR professional watching this revival unfold (and on the verge of being nominated to participate), I am fascinated by how this campaign embodies digital nostalgia, advocacy, and digital fluency that define Gen Z’s impact on activism.
2014: ALS Ice Bucket Challenge
The ALS Ice Bucket Challenge began as a grassroots initiative by three young men living with ALS: Anthony Senerchia, Pete Frates, and Pat Quinn. Amyotrophic Lateral Sclerosis (ALS) is a progressive neurodegenerative disease that deteriorates motor neurons, ultimately paralyzing voluntary muscle function. The idea behind pouring ice water over oneself was more than a gimmick; the moment when you freeze after the water has been poured on you was symbolic of the shocking, daily paralysis those living with ALS endure.
The challenge’s brilliance lay in its simplicity: fill a bucket with ice water, pour it over your head, record the moment, and share it with tagging friends to do the same. With hashtags like #IceBucketChallenge, the campaign quickly dominated the social media landscape on Facebook, Instagram, and YouTube, generating over 10 billion video views across 159 countries. With over 17 million participants, this movement raised $115 million in the United States alone and over $220 million globally to invest in ALS research and care for those with the disease.
A-listers from Bill Gates to Oprah to Taylor Swift jumped on board, further amplifying its reach. For the marketing realm, it was a masterclass in how emotional storytelling, user-generated content (UGC), and peer-to-peer challenges can drive virality and impact.
2025: USC’s #SpeakYourMIND Ice Bucket Challenge
This March, students at the University of South Carolina launched a revival of the Ice Bucket Challenge, but with a unique twist. Focused on mental health awareness and suicide prevention, the MIND (Mental Illness Needs Discussion) club introduced the #SpeakYourMIND campaign to raise funds for Active Minds, a nonprofit dedicated to supporting mental wellness through education, resources, and conversation.
The MIND club was founded by USC student Wade Jefferson, who lost two friends to suicide. The organization’s and campaign’s goal remains deeply personal: to normalize discussions around mental health and make emotional support more accessible. Participants of the USC #SpeakYourMIND Ice Bucket Challenge follow a familiar structure as the ALS Ice Bucket Challenge.
As of last Friday, the campaign surpassed $100,000 in donations, attracting attention from high-profile figures like NFL legends Peyton Manning, hosts from the TODAY show, and other notable voices from the sports and entertainment industries.
Mental health is no longer a fringe conversation. For Gen Z, it’s front and center. This campaign captures that urgency in a format that feels both familiar and fresh.
Recurring Trends Analysis
While the buckets of ice remain the same, each campaign's meaning differs. This “same-body, new-message” strategy demonstrates how symbolic actions can evolve to match the cultural moment while retaining viral appeal.
Nostalgia also plays a strategic role here. The original Ice Bucket Challenge is etched in the memory of millennials and older Gen Zers. Its revival taps into that collective familiarity, giving the campaign instant credibility and attention. PR professionals are increasingly leaning into reviving formats or ideas that evoke comfort and trust, then reworking them with an altered narrative.
We have also seen a shift in the media landscape. In 2014, viral campaigns heavily relied on Facebook shares and YouTube views to generate success. In 2025, it’s the TikTok For You Page (FYP) and the Explore Page on Instagram Reels. But the key is to expand the lens from just “going viral” to going viral with a purpose of vulnerable, authentic, and relatable motives.
Final Thoughts
The Ice Bucket Challenge revival offers an essential reminder: when timing meets intention, and symbolism meets sincerity, a simple act can inspire global change. Campaigns like #SpeakYourMIND show the power of hybrid advocacy, in which physical action goes beyond performance.
For those of us working in public relations, the takeaways are clear:
1. Authentic storytelling drives lasting engagement
2. Emotional connection outshines spectacle
3. Nostalgia, when used meaningfully, is a strategic asset
As we look forward, it is worth asking: what other movements are ready for revival? Could we see a new wave of climate action challenges? A resurgence of addressing racial injustice with digital-first strategies?
In 2025, the Ice Bucket Challenge is not just a nostalgic callback, but rather a symbol of how culture, connection, and cause can come together once more to spark a real generation. These movements are not driven by clicks or clout; they’re driven by purpose. It’s important to use our platforms and voices to get people the support and resources they need. At the end of the day, we’re not just creating content here; we’re creating change. And for those of us in PR, it’s both an inspiration and a mandate to create campaigns that are seen, felt, and remembered.
About Lauren
Lauren is a sophomore studying Advertising and Public Relations with a minor in Applied Communication. She is the Media Coordinator for GrandPR, primarily enhancing the firm's digital presence. You may see her at different campus events working on the marketing team within GVSU's Office of Student Life. Lauren is keeping her career options open as she explores more of the AD/PR industry before graduation!