• 2014 saw the rise across social media of the Ice Bucket challenge for neurodegenerative disease ALS (MND in UK)
  • LV= challenged to take the Ice Bucket challenge by Aviva and Hasting Direct
  • LV= donated a £1 for every like, share and retweet to MND UK

During late summer of 2014 it was very hard to ignore the Ice Bucket Challenge on social media and on news reports. It seemed like everyone, from celebrities to family members, was rising to the challenge of pouring a bucket of ice cold water over their heads to raise money for charity and then passing the challenge on to someone else.

Here's how it worked. Following in the frozen footsteps of David Beckham, Justin Timberlake and Steven Gerrard, a friend or relative nominated you at the end of their challenge and you then had 24 hours to arrange for someone to film you perform the aquatic feat and nominate three further people. You can avoid taking the challenge by donating to ALS in the US or MND in the UK. Or better still, take the challenge AND raise money!

LV= were nominated by Aviva and Hasting direct via their Facebook pages. They took (ice) buckets and spades to Bournemouth beach and performed a 'daisy chain' of buckets before running in to the sea for a dip.

For every 'Like' the video received on their Facebook page they donate £1 (up to £1,000). This tally also included the number of Likes on the LV= Google+ and LinkedIn company pages and retweets of their six-second Vine video. The team nominated Econsultancy, 360i and Google UK.

The Ice Bucket Challenge all began when ALS sufferer Anthony Senerchia from New York was challenged to do the Ice Bucket Challenge by golfer Chris Kennedy. At that time, it wasn't really being done for any particular charity, but it was quickly decided that funds would be raised for the ALS Association. The challenge rapidly spread across to the UK where money was directed to MND. Motor Neurone Disease (MND) is a progressive disease that attacks the motor neurones, or nerves, in the brain and spinal cord.

There is no cure but the MND Association funds and promotes research that leads to new understanding and treatments, and brings us closer to a cure for MND. We also provide services to support people living with, or affected by, MND.

For more information visit MND at http://www.mndassociation.org/ or text ICED55 £5 (or other amount) to 70070.