The ice box challenge has claimed its latest participant. Phil Schiller, Apple’s senior vice president of marketing, recently dumped a bucket of ice water all over his head to help fight amyotrophic lateral sclerosis (ALS), also known as Lou Gehrig’s Disease.
The stunt is part of a viral campaign to raise money and awareness for the disease, which is responsible for nearly two deaths per hundred thousand population annually. Those who take the plunge get to challenge three other people to do the same within the next 24 hours. If they don’t, they are asked to donate to the ALS foundation.
— Philip Schiller (@pschiller) August 14, 2014
As Gizmodo noted, the ice challenge has been very popular in the tech world:
Zuck, who was challenged by New Jersey Governor Chris Christie, called out Bill Gates, Facebook COO Sheryl Sandberg and Netflix CEO Reed Hastings to take the challenge. You can watch him throw water over himself here.
Microsoft CEO Satya Nadella, who took the challenge before Zuck called out Amazon CEO Jeff Bezos and Google’s Larry Page to follow suit. And Apple’s Phil Schiller wants Tim Cook, among others, to get on board as well.
Zuck, of course is Mark Zuckerberg, the CEO of Facebook.