One gallon of ice water, a phone camera and a cause. That’s all it took to spark the #USCSpeakYourMind challenge, a campaign launched by students at the University of South Carolina to raise awareness and reduce stigma around mental illness. The format is simple: have ice water dumped over your head, record it, post it online and nominate others to do the same. However, this isn’t just another ice bucket challenge, but the latest example of how online trends are often driven more by social pressure and popularity than genuine awareness.
The challenge began on USC’s campus in March and has since gained mass popularity on Instagram and TikTok, drawing participation from students across the country, as well as influencers and public figures. USC student group MIND (Mental Illness Needs Discussion) kickstarted the challenge in partnership with the nonprofit Active Minds.
“The goal is to raise awareness about mental health and remind people that they’re not alone,” said Wade Jefferson, founder of USC MIND, in an interview with the Carolina News & Reporter. “Everyone faces struggles, and no matter who you are, there’s someone out there who’s willing to listen. This challenge is proof of that.”
Online challenges have become common ways for social media users, especially teens, to interact with trends, friends and causes. According to researchers at Clemson University, four main factors affect why teens participate in online challenges: social pressure, desire for attention, entertainment value and the “contagion effect” (the tendency for behavior to spread when it’s viewed frequently online).
“In all honesty, my friends were doing it [#USCSpeakYourMind], and it seemed like a fun thing to do, and so therefore I did it,” Viva Topper-Kroog ‘26 said. “It didn’t necessarily have anything to do with the purpose of the challenge, although I acknowledged it.”
Mental Health at Masters Leadership Board member Eileen Kang ‘26 described a similar experience. “My friend from school nominated me, so I did it myself, and I nominated a few friends, both inside and outside of Masters as well,” she said. “It is helpful to raise awareness but it felt more like a social media trend.”
Kang drew comparisons to the 2014 Ice Bucket Challenge which raised millions for ALS research. “That one had a specific cause, and people were really clear about why they were doing it. With this one, people kind of forgot about the mental health aspect, and it just became something people did.”
Associate Dean of Health and Wellness Jodie Goldberg discussed how social media behavior often reflects underlying social dynamics that extend beyond the challenge itself. “There’s a pressure to be a part of it, which means students sometimes engage in conversations or behaviors on social media that they wouldn’t otherwise,” Goldberg said. “Sometimes those aren’t positive engagements.”
Psychologists attribute this type of behavior in part to adolescent brain development. The prefrontal cortex, which manages rational thinking and risk-assessment, is not fully developed until the mid-twenties. In contrast, the parts of the brain involved in emotion and reward-seeking are highly active during adolescence, meaning teens are more likely to engage in impulsive behaviors, particularly when they see others their age doing the same.
Topper-Kroog said the pull of online challenges often comes less from the platform itself and more from the surrounding social pressures. “There’s another challenge going on right now that is like posting four pictures of yourself on Instagram. I was nominated for that, and I don’t want to do it, but I feel bad if I don’t because people are doing it and my friends are doing it.”
While some online challenges are harmless or intended to support good causes, others have raised concerns about safety. The “Chromebook Challenge,” in which participants jam objects into the USB port of Chromebooks to cause a short-circuit- related fire, has led to numerous nationwide incidents, even during AP testing. Furthermore, the “One Chip Challenge,” involving consumption of an extremely spicy chip, has led to reports of adverse health reactions and the death of teen Harris Wolobah.
Goldberg, although recognizing the significance of cause-driven online challenges like SpeakYourMind, has also addressed the issue of dangerous social media gimmicks in her classroom. She said,“We’ve had open conversations about it, but even though students are aware of the risks, there’s still an interest in engaging, which is typical for high schoolers. It’s hard not to.”
Kang described how she feels online challenges can still be effective under the right circumstances. “If the focus stays on the message, and people understand what the challenge is really about, it can still be a good way to raise awareness.”
