Selfies, celebrities and wet T-shirts: the ice bucket challenge is the ultimate 21st-century fund-raiser

By Josephine Tovey
Updated August 30 2014 - 1:08am, first published 12:15am

It is perhaps the perfect fund-raising stunt for the 21st Century: one that involves very little effort, allows individuals to put themselves in front of a camera, name-drop their cool friends, is highly sharable on social media and is in aid of a good cause. Plus, there is the added titillation of a wet T-shirt at the end of it.

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