Buckets of ice water are back this spring—but this time, they’re promoting mental health awareness.

Students at the University of South Carolina launched the #SpeakYourMIND campaign on March 31, reviving the format of the 2014 ALS Ice Bucket Challenge to spark conversations about mental illness.

The campaign, started by the university’s Mental Illness Needs Discussion club, encourages participants to post videos of themselves getting doused in ice water, nominate others to do the same within 24 hours and tag their posts with #SpeakYourMIND. The movement supports Active Minds, a national nonprofit focused on young adult mental health advocacy.

Since its launch, the campaign has raised nearly $400,000, according to its official donation page, and spread across college campuses and communities nationwide—even during Easter weekend thunderstorms.

Senior Carson Fowler filmed his video while tied to a chair, staging the challenge as a fake hostage situation with friends.

“We thought it’d be funny to do something together for it,” he said, “and we came to the conclusion that it would be really funny if we were both tied to the chairs.”

Despite the humor, the message still resonates, school counselor Mrs. Kristi Chase said.

“It’s still helping teens connect more with a hard message,” she said.

Senior Jill Sompong chose to donate rather than take the challenge after learning about its purpose.

“I was like, ‘Oh, okay. This is a good thing,’” Sompong said, before promoting the cause on social media to keep the cycle going.

Organizers cite the original ALS Ice Bucket Challenge as a blueprint for success. That campaign raised more than $115 million globally and helped fund breakthroughs like the discovery of the NEK1 gene tied to ALS, according to the ALS Association.

#SpeakYourMIND aims for a similar dual impact: funding mental health programming and reducing stigma through viral participation.

The message  seems to be working, according to Chase, who’s six-year old son wanted to participate in the challenge.

“When Ava [Turner, Chase’s junuior daughter] did it, then my son was like, ‘What is this about?’” Chase said. “So we had a little talk about mental health and ways you can spread awareness…doing different fun things that get people talking.”

While not every participant donates, organizers emphasize the power of visibility—replacing gossip with advocacy and awareness.

And sometimes, Fowler said, “It’s just fun to see all of your friends get water and ice [thrown on] themselves.”

For more information or to get involved, visit ActiveMinds.org.