Ice bucket challenge melts my heart

Kate Mason, My Style column. Picture: Marie Caley D5417MC

Kate Mason, My Style column. Picture: Marie Caley D5417MC

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Any effort to raise money for charity is commendable but it seems sponsored walks and fun runs just don’t cut the mustard anymore.

When it comes to fundraising things have taken a whacky turn and I for one I’m all for it.

In this image from video posted on Facebook, courtesy of the George W. Bush Presidential Center, former President George W. Bush participates in the ice bucket challenge with the help of his wife, Laura Bush, in Kennebunkport, Maine. The challenge has caught on with notable figures participating in the campaign to raise money for the fight against ALS, or Lou Gehrig's disease. (AP Photo/Courtesy George W. Bush Presidential Center)

In this image from video posted on Facebook, courtesy of the George W. Bush Presidential Center, former President George W. Bush participates in the ice bucket challenge with the help of his wife, Laura Bush, in Kennebunkport, Maine. The challenge has caught on with notable figures participating in the campaign to raise money for the fight against ALS, or Lou Gehrig's disease. (AP Photo/Courtesy George W. Bush Presidential Center)

Throwing yourself out of a plane or walking on hot coals is all well and good but to make the big bucks it’s all about finding something that captures the imagination of the masses.

First their was the make-up free Facebook selfie phenomenon that raised £8m for Cancer Research UK.

And unless you’ve been living in a cave for the past few weeks I’m sure you’re familiar with the latest fundraising phenomenon - the ice bucket challenge.

The videos of the rich and famous drenching themselves with buckets of ice water have gone viral over the last few weeks.

The bizarre trend has taken on a life of its own with everyone from A-list movie stars to former presidents taking on the challenge.

The ice bucket challenge is aimed at raising money for research into ALS (amyotrophic lateral sclerosis, a form of motor neurone disease) and in the UK to raise cash for the Motor Neurone Disease Association and Macmillan Cancer Support.

For those of you who don’t know about the phenomenon it involves someone (typically a celebrity) tipping a bucket of ice cold water over their head and then nominating two or three friends to take on the challenge - giving them 24 hours to come up with the goods.

As well as providing amusement for us mere mortals this internet sensation is raising millions for the cause.

Predictably though there’s still some moaning minnies out there criticising the efforts of the A-listers.

Some have hit out at the idea claiming it is merely a platform for celebs to name drop when nominating and fails to explain enough about the charity.

Seriously who care as long as the cash keeps rolling in?

It’s obviously doing the trick as donations to the ALS Association have risen to $21m in the last few weeks alone.

And it’s not just celebrities who are taking on the challenge the trend is catching on and residents are rallying round to cover themselves in ice cubes.

A charming side effect of this charity drive is the countless blooper videos doing the rounds.

My favourite one is the lad who picks up the bucket to thrown on his friend only to struggle lifting it and drenching himself - it’s better than an episode of You’ve Been Framed.