On August 21st, the much talked about charity campaign "ALS Ice Bucket Challenge!!" took place at Tokyo Tower. Rakuten CEO Hiroshi Mikitani, Hiromasa Kobutake, former professional baseball player Atsuya Furuta, Reebok ambassadors Aya Koyamauchi and Nicholas Pettus, and others poured ice water over their heads. The campaign originated in Boston, USA, as an awareness campaign for amyotrophic lateral sclerosis (ALS), a debilitating disease that causes muscle wasting throughout the body. Anyone can participate in the challenge: within 24 hours, they must either donate $100 (approximately 10,000 yen) to the ALS Association, a nonprofit organization that supports ALS patients, or pour a bucket of ice water over themselves and nominate three people to be the next challengers. The initiative, which began with baseball player Pete Fretis, a patient with ALS, has since attracted attention, including President Obama, Mark Zuckerberg, and the Kennedy family. In the fashion world, Lady Gaga, Thom Browne, and Anna Wintour have all shared videos of themselves soaking in water. In Japan, over the past few days, Masayoshi Son, Takafumi Horie, Ayumi Hamasaki, Condé Nast Japan President Jun Kitada, and origami Vice President Max Mackey have all been seen tipping over ice buckets. The event has been widely covered in the media, and many have likely seen the videos circulating on social media. The event, held on the 21st, was organized by JustGiving Japan, a general incorporated foundation that operates Japan's largest fundraising website, JustGiving, and END ALS, a general incorporated association that supports ALS. Masahiro Fujita, founder of END ALS and an ALS patient, spoke at the event, commenting, "I hope to raise awareness of ALS in Japan and Asia. By pouring ice water over myself as part of this campaign, I hope to awaken people to the current state of ALS and promote a cure. I think it will feel good in this scorching heat, and my goal is to reach Prime Minister soon." He is a planning director at the advertising agency McCann Erickson. He has made policy recommendations to Minister of Health, Labor and Welfare Norihisa Tamura to ensure that the approximately 9,000 people affected in Japan can continue to be part of society, and he is dedicated to raising awareness and donating to research institutions. Finally, Rakuten CEO Mikitani, who poured ice water over himself, said, "Interest in ALS is not a passing fad; it's important to continue attracting it. We're still considering the amount, but we'll definitely donate." However, it seems that the current situation is one in which the campaign is taking over and not leading to fundraising.

JustGiving Japan has launched a special campaign website and is accepting donations starting from 500 yen.
Video of the ALS Ice Bucket Challenge posted by Thom Browne
Video of the ALS Ice Bucket Challenge posted by Lady Gaga
Video of the ALS Ice Bucket Challenge posted by Anna Wintour