It's a trend sweeping the nation.
At this point, you could probably call it viral. If you haven't seen it pop up on your Facebook feed, well, you probably aren't on Facebook.
It's called the Ice Bucket Challenge, and it's raising money and awareness for a deadly disease.
On a day where a splash of cold water was most welcome, friends and family of a man who died from ALS- Amyotrophic Lateral Sclerosis- better known as Lou Gehrig's Disease, dumped ice water on their heads. Why? Because there is no cure for ALS, and those who cared about Phil Timp want that to change.
"He would have been the first one to been dumping the water on his head. He was that kind of guy," Phil's wife Cindy Timp told News 5.
She wants to put a face, other than Lou Gehrig's, on the disease that took her husband.
"Phil never was angry. Never said 'why me?'. He decided he was going to use this disease as an opportunity to try and spread awareness and do good for other people," said Cindy.
Plenty of other people are taking the challenge. The New England Patriots, Jimmy Fallon, Justin Timberlake, even Bill Ggates, braved ice cold water.
" It's a very devastating disease, " said Cindy Timp. "Financially, emotionally. So it's very, very difficult once you lose a loved one to come back and start raising money."
The hope is that more and more people will reach for an extra ounce of bravery, get doused and then reach for their wallet.
In fact, according to NBC News, the Ice Bucket Challenge has raised more than $9.5 million in donations since the end of July when the it started.
"It's bittersweet for me, because I wish Phil was here to be able to experience what he tried so hard to do in the two years plus he had this disease," said Cindy.
There was laughter, hugs, love, and even some gauntlet throwing in Bristol, Tennessee Friday afternoon.
"By the way- Jack Dempsey that is for you. That is your challenge," said State Representative Jon Lundberg. Dempsey is WCYB's Vice President and General Manager.
Cindy Timp had a challenge of her own for her co-workers: "I'm challenging all the administration and staff of Washington County, Virginia schools."
You can find out more about ALS by clicking here. You can also learn about Team Timp by clicking here.