megaIn the summer of 2014, social media sites were awash with videos of people taking the “ALS ice bucket challenge.” The ALS marketing stunt caught on like wildfire, prompting hundreds of thousands of social media users to pour buckets of ice water over their heads. As the organization gained attention, $12.5 million in donations over the course of a year were funneled to a staff of eleven executives sitting at the top of the ALS pyramid. As the team of executives raked in millions of wasted donation dollars, millions of gallons of water were also wasted throughout the U.S. Videos of the ice bucket challenge may one day serve as a chilling reminder of how we took fresh and available water for granted. More