There’s a ‘cool’ craze being bandied around on social media that you may have noticed recently – and one Apsley manager has made a splash with the trend.
The ‘ice bucket challenge’ involves people nominating eachother to pour buckets of freezing water over themselves, filming it and – crucially – donating money to charity.
The growing trend is intended to raise awareness of the debilitating condition amyotrophic lateral sclerosis, or ALS – commonly referred to as motor neurone disease.
Manager of The Paper Mill in Apsley Lock Dave Croft videoed himself undertaking the chilly challenge in his pub this week.
He said: “People have said I am absolutely mad for doing this, but I am never one to turn down a challenge, especially when it is raising awareness for such a good cause. All I asked is for people to donate generously, and I allowed the person who donated the most to pour the bucket over me.
“I must also admit that I enjoyed nominating three people to do it after me – first person that sprung to mind was my area manager.”
An incredible £800 was raised from Dave’s efforts.
Supermarket giant Tesco announced today that it will donate the profits from an increase in ice sales to the Motor Neurone Disease Association.
The donation currently stands at £20,000 – an amount which is expected to increase after further ice sales over the weekend.
Tesco saw sales of over 36 million individual ice cubes over the last week alone, and more ice has gone into stores this week to make sure Tesco can meet the demand.
The grocery chain has nominated its competitors Asda, Sainsbury’s and Morrisons to do the same.