An ice bucket is normally used for cooling drinks and food during the summer. But what if its contents are poured on to celebrities or public figures? That raises money for charity.

It is called the Ice Bucket Challenge and the event has become a social media sensation.

The challenge calls for one to either dump a bucket of ice water over his or her head or donate money to the ALS Association to raise awareness of the illness, also known as Lou Gehrig’s disease. However, many have been choosing to dump the water and donate. Over the past month more than $20 million has been raised.

“This campaign is a real breakthrough,” said Melissa Berman, president and CEO of Rockefeller Philanthropy Advisors, which advises charitable donors and foundations. “It’s raised a huge amount of money for something that’s an ongoing condition not a natural disaster or immediate crisis.”

By Um Yoon-sun (uys@heraldcorp.com)