New Ice Bucket Challenge Revives Focus on Mental Health Awareness

WASHINGTON, April 17, 2025 — More than a decade after the original Ice Bucket Challenge gained global attention, a new campaign harnessing its viral spirit has emerged to advocate for mental health awareness. The initiative, launched by the University of South Carolina’s MIND (Mental Illness Needs Discussion) club, encourages participants to raise funds for Active Minds, a leading nonprofit organization dedicated to transforming mental health norms among youth and young adults.

Launched on March 31, 2025, the #SpeakYourMIND Challenge quickly captivated social media users, gathering hundreds of thousands of views within days. It has inspired over 2,300 donations, raising more than $40,000 for mental health resources. Wade Jefferson, a sophomore at USC and founder of the MIND club, explained the inspiration behind the campaign. “It started as a random idea, inspired by the original ALS Ice Bucket Challenge and how powerful that movement was,” he said. “We wanted to bring that same energy to mental health.”

Jefferson noted that watching the challenge gain traction, with participation from notable figures such as former NFL quarterback Peyton Manning, has been surreal. “We’re proud, grateful, and just excited to see how far it’s gone and continue to go,” he added.

Critically affirming the campaign’s impact, Alison Malmon, founder and executive director of Active Minds, commented, “This campaign is everything Active Minds stands for—bold, mission-driven, and youth-led. To see youth and young adults take an iconic viral moment and breathe new life into it for mental health advocacy is incredibly powerful.”

The challenge is simple and meaningful: participants are encouraged to dump ice water over their heads, record the moment, and tag two to five friends to continue the challenge. Donations are encouraged, especially for those who may chicken out of the ice bucket portion. Participants are also urged to share important mental health resources, including self-care tips and crisis support information, available on the Active Minds website at activeminds.org.

Dr. Jeffrey Gardere, a clinical psychologist, praised the challenge for motivating conversations about mental health. “Spurring people into action helps break the stigma,” he said. “We’re doing something silly with water and ice, but it allows us to discuss something difficult.”

Statistics indicate a pressing need for such initiatives: suicide is the second leading cause of death among college students, and many mental illnesses begin between ages 14 and 24. In this context, the Speak Your MIND Challenge seeks to normalize discussions surrounding mental health and provide critical support resources for those in need.

Bernard Malmon, the brother of Active Minds’ founder, faced tremendous struggles with mental health during his college years. His tragic passing forged a pathway for change, ultimately inspiring the formation of Active Minds, which has advocated for mental health awareness and support for over 20 years.

Reflecting on the internet’s engagement with the challenge, participants on platforms like TikTok have showcased their reactions—- from humorous takes to heartfelt messages promoting awareness. Videos for the hashtag #uscspeakyourmindbucket have already amassed hundreds of posts, emphasizing a call to action for mental health advocacy.

As the challenge continues to gain momentum, organizers hope to create community connections through encouragement and educational outreach regarding mental health. “Together, we’re not just starting a challenge—we’re creating a new era of mental health,” Jefferson stated.