Jenna Bush Hager has brought back a social media sensation, the ice bucket challenge, but this time with a twist focused on mental health awareness. During the April 21, 2025 episode of the Today show, Bush Hager, alongside co-hosts Carson Daly and Savannah Guthrie, participated in the revitalized challenge, which originally gained fame in 2014 for raising funds for ALS research.
The new version of the challenge has been reimagined by students at the University of South Carolina as part of their #SpeakYourMind campaign. This initiative aims to raise awareness and funds for mental health through the nonprofit Active Minds, which is dedicated to supporting mental health education and advocacy among youth. So far, the campaign has successfully raised more than $180,000 towards its goal of $250,000.
“So guys, should we jump in on this trend again?” Bush Hager, 43, asked her co-anchors before taking the plunge. Craig Melvin, a fellow anchor, jokingly reminded her that she had initiated the challenge last time, playfully nudging her to go first. As she braced herself, Daly poured a bucket of ice-cold water over her, eliciting a gasp from Bush Hager. “I was told they weren’t going to do too much water!” she exclaimed, while Guthrie quipped, “Carson, was a Gatorade bucket not available?”
After her initial soaking, Bush Hager got her revenge by drenching both Daly and Guthrie on the Today Show Plaza. Daly nominated country star Blake Shelton to partake, while Guthrie called out several celebrities including Scarlett Johansson and Jimmy Fallon, encouraging them to join the fun.
The original ice bucket challenge, which took social media by storm in 2014, raised over $115 million for ALS research, significantly contributing to the fight against the disease. The ALS Association has expressed its support for the new iteration of the challenge, highlighting the importance of mental health awareness. “We’re thrilled to see the spirit of the ALS Ice Bucket Challenge live on in new forms of activism,” the association stated.
The MIND club at the University of South Carolina, which revived the ice bucket challenge, was founded by junior Wade Jefferson after he experienced the tragic loss of two friends to suicide. Jefferson explained, “It started as a random idea, inspired by the original ALS Ice Bucket Challenge and how powerful that movement was. We wanted to bring that same energy to mental health.”
Since launching their campaign on March 31, 2025, MIND has encouraged participants to pour ice water over their heads, post their videos online, and tag three others to do the same, all while urging donations to Active Minds. The challenge has gained traction, with notable figures like Pro Football Hall of Famer Peyton Manning and South Carolina football head coach Shane Beamer joining in.
Active Minds, which began on a college campus over 20 years ago, now supports more than 10,000 student advocates annually through various initiatives, including the “Send Silence Packing” traveling exhibit aimed at raising awareness about mental health issues. The organization’s founder, Alison Malmon, praised the campaign, stating, “This campaign is everything Active Minds stands for — bold, mission-driven, and youth-led. It’s proof that when young people rally together with passion and purpose, they don’t just raise awareness — they ignite a movement.”
The need for mental health advocacy is urgent, particularly among college students. According to a 2024 U.S. News survey, nearly 70% of students reported struggling with mental health issues since beginning their college journeys. The #SpeakYourMind campaign aims to normalize discussions surrounding mental health and to provide support for those in need.
As the challenge continues to gain momentum, it serves as a reminder of the power of community and social media in driving change. The ice bucket challenge, once a viral sensation for ALS, has found new life in a cause that resonates deeply with many, highlighting the importance of mental health awareness.
In a world where mental health can often be overlooked, initiatives like the #SpeakYourMind campaign are crucial. They not only raise funds but also foster a culture of openness and support, encouraging individuals to speak out about their struggles and seek help when needed. As the challenge unfolds, it’s clear that the spirit of the ice bucket challenge lives on, now championing a cause that affects countless lives.
