The Ice Bucket Challenge has become a global internet phenomenon, raising millions for charity. But as Hayley Platt reports it's also boosting sales of ice - one company says it's seen a 20% increase.
Another celebrity takes up the ice bucket challenge - actor Benedict Cumberbatch's soaking adding valuable funds to a needy charity. The craze which started in the US has spread around the globe - inspiring everyone from former-presidents and politicians to ordinary citizens. It's raised $80m in the States and more than $3.3m in the UK. Belinda Cupid is from Britain's Motor Neurone Disease Association. SOUNDBITE: Belinda Cupid, Head of Research, Motor Neurone Disease Association, saying (English): "This kind of money will mean that we'll have a lot more opportunities perhaps to accelerate research. It will open up new partnerships for us to develop research funding programs." But the craze has also given an unexpected boost to business. Sales of ice cubes are up - 20% at The Ice Company, Britain largest supplier. UK supermarket giant Tesco is a customer. It's sold more than 36 million ice cubes in the last week alone, far more than normal. Tesco has given some of the extra cash to charity in the form of a £20,000 donation. It's calling on others to do the same - as the craze shows no sign of abating. SOUNDBITE: Rod Hodgson, saying (English): "The ice was so cold in the bucket it took my breath away when my granddaughter poured it over my head." SOUNDBITE: Pete Hanley, saying (English): "I've been nominated so I'll be doing it this evening." "Reporter, Are you looking forward to that?" "Bit cold" And it's not just the money that's important. SOUNDBITE: Belinda Cupid, Head of Research, Motor Neurone Disease Association, saying (English): "For the sufferers, it can become very boring to have to say time and time again I've got motor neurone disease it leaves me without the ability to walk, talk and feed myself and you have to say that again and again and again. And so for them it means people will know what Motor Neurone Disease is." It also shows how social media is increasingly becoming a valuable money-making tool.