How the USC MIND Challenge Lost the Plot

How the USC MIND challenge lost the plot

A once-viral trend has returned to Instagram and TikTok with users dumping buckets of ice water over their heads to support mental health. The #SpeakYourMIND Ice Bucket Challenge, reignited by the University of Southern Carolina’s (USC) MIND (Mental Illness Needs Discussion) club, quickly spread, launching on March 31 and blowing up following April 19 as the latest wave of viral activism, with the club’s Instagram account accumulating over 800k …

Silence after the splash: The real message behind the USC Ice Bucket Challenge is being lost

If you’ve been on social media in the past month, you’ve probably scrolled past video after video of friends and students drenching themselves in freezing water and tagging others to do the same like I have. It’s loud, it’s viral and it’s called the USC Speak Your Mind Ice Bucket Challenge. But despite the splash,...