If your social media news feed isn’t about some pathetic Buzzfeed list or the latest in Ferguson, MO, chances are it’s a video of somebody pouring cold water over their heads. This viral marketing phenomenon is known as the ALS Ice Bucket Challenge, and it has raised tens of millions of dollars to help fight amyotrophic lateral sclerosis, also known as Lou Gehrig’s Disease. This movement has spread like a bad cold, eventually finding itself to GM CEO Mary Barra.
Barra had been called out by Opel chief by Karl-Thomas Neumann, Meg Whitman, chairwoman, president and CEO of Hewlett-Packard Co. and others on Twitter.
Usually, people pour water on their heads because they’re too cheap/broke to donate, but Barra donated to ALS and a nonprofit organization called Charity Water regardless. Before the ice water was dumped, Barra challenged NASCAR driver Jeff Gordon, billionaire businessman Dan Gilbert and Phebe Novakovic, CEO of aerospace and defense company General Dynamics.