Apple marketing chief Phil Schiller this week joined in on the popular "ice bucket challenge," which helps to raise money for the ALS Association, and even challenged CEO Tim Cook and a celebrity friend to get in on the act.
Schiller, photographed on a California beach and wearing a shirt representing his alma mater of Boston College, took to Twitter to show his participation in the fundraiser for the condition also known as Lou Gehrig's disease. A trio of pictures show Schiller completely dry, then emptying a bucket over his head, before the final shot shows the Apple executive smiling and soaked.
As is part of the practice, Schiller then challenged others to participate, including his wife Kim. Also among those he tagged were his boss, Apple Chief Executive Tim Cook, as well as actor and fellow BC graduate Chris O'Donnell, who stars on the popular CBS drama "NCIS: Los Angeles."
Since the challenge began on July 29, the ALS Association and its 38 chapters have received $4 million in donations. That compares to just $1.12 million during the same period last year.
"We have never seen anything like this in the history of the disease," said Barbara Newhouse, President and CEO of The ALS Association. "We couldn't be more thrilled with the level of compassion, generosity and sense of humor that people are exhibiting as they take part in this impactful viral initiative."
People who have been challenged have 24 hours to respond by pouring a bucket of ice water on their head, or making a donation to fight ALS — Â or both. With Schiller's challenge issued Wednesday evening, Cook has until 7:57 p.m. Pacific to respond.
The craze actually began with yet another Boston College graduate: Peter Frates, a former Eagles baseball star who suffers from ALS. Along with Cook and O'Donnell, Frates was also tagged in Schiller's Twitter post.
Those looking to help in the fight against ALS can make a donation to the ALS Association via its official website.