By now, it's pretty hard not to have seen and heard about the ice bucket challenge.
Individuals shoot video of a bucket of ice being dumped on their heads and invite others to join the challenge, too--as a way to promote awareness of ALS, Lou Gehrig's disease.
This promotion has gone viral, with everyone from athletes to politicians participating. Here in California, authorities are reminding people we have a serious drought and to please not waste so much water with this stunt (though if you did this near some thirsty plants, perhaps that would alleviate the concern).
The ice bucket challenge has greatly raised awareness for ALS and has generated new contributions for ALS research (which is where resources are desperately needed).
Other "orphan diseases" are looking for ways they can do something similar. Look what happens when you think outside the bucket.
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