Show of hands: how many of you have poured a bucket of ice water over your head? Had I asked this question two years ago, most of you probably would have thought it was a rather bizarre thing to ask. But, I’m guessing that most of you reading this have, in fact, poured a bucket of ice water on your head or, at the very least, know someone who has. In the summer of 2014, the phenomenon known as The ALS Ice Bucket Challenge swept across social media. It was hard to go even a few hours without seeing someone on Facebook or Twitter posting a video, bucket in hand. While it might have seemed like an odd phenomenon, the beauty of this challenge, and the reason why it was so successful, was that it was for a good cause: ALS awareness and research.