Come on in, the water’s ice cold.

About the ALS Ice Bucket Challenge:

Like everyone else, I first saw this as a cheap self-congratulatory trend that would die out quickly in internet history. But to everyone’s surprise, it’s also worked. Up to now, $50 million has been raised (dang), and most of us are now aware that ALS isn’t just something that’s affected Stephen Hawking and Lou Gehrig.

I think the world has gone far too dark and far too cynical, and we dismiss these things with an enlightened air of pompous snobbery. But unlike other trends like the Harlem Shake or flash mobs, this is having a concrete benefit to those who are hurting. Even patients with ALS are endorsing it and participating. It’s something silly right out of a movie: and it’s really making a difference.

This is probably the only time ever in pop culture that we’ll get to do something this fun and philanthropic at the same time. Sure, a lot of it is “Look at me for attention,” but so is nearly everything else we do, and it’s not half as helpful. While it’s still a trend: we might as well enjoy it, and donate too.

There are enough downers in the world and enough terrible things that have happened in the last few weeks. This is a bright spot. I hope we’re not too quick to condemn such an enormous downpour (literally) of cheer and good will.

Please also be careful where you donate, because there are just as many corrupted charities as good ones. Or I’m being too cynical again.

— J