Who thought this up anyway? University of Central Arkansas Unless you've been living in a sensory-deprivation chamber for the past few weeks, you've heard of the "ice bucket challenge" being shown off on all types of social media. People get buckets of ice water dumped on them in order to encourage donations to the ALS Association, the foundation that supports research and care for those living with amyotrophic lateral sclerosis, a muscle disease that's also known as Lou Gehrig's disease. It's impossible to know exactly what makes something like the ice bucket challenge go viral.