Millions of people around the world have been educated about the non-curable disease ALS (also known as Lou Gehrig's) thanks to the Ice Bucket phenomenon, a fundraising campaign that's now become a movement.
Video played a key part in leveraging social media as evidenced by the extremely talented Mr Ferguson whose Go-pro camera captured a unique perspective from the derrière of his bucket in aid of small family charity The Muscle Help Foundation.
And now thanks to a group of students in Jacksonville (Florida), the Mannequin Challenge is seeing groups of people remaining still (like mannequins!) while a video captures the moment.
From our very own BBC News presenters who took on the challenge for Children in Need to sports teams and of course the still first lady Michelle Obama's appearance in the Diplomatic Reception Room of the White House ... I've been reflecting on a recent tweet that caught my attention.
"I've been reflecting on a recent tweet that caught my attention...
A past Muscle Help Foundation beneficiary who goes by the Twitter handle @uncannyvivek replied to a tweet (per above) posted via our @musclewarrior feed simply saying: 'Thank you for your praise, just being a #MuscleWarrior'
And there it is ... the absolute essence of how our own charity's very small tribal movement known as Muscle Warriors is quietly flourishing.
That sense of belonging, being part of a movement that's positive, good and powerful is echoed in Vivek's words '...just being a #MuscleWarrior' ...it's a spirit, a mind-set, a way of being that takes time to establish
In propelling that Muscle Warrior spirit forwards, I've highlighted below a few top-tips that might be useful when creating your own tribal movement:
1. HAVE A GOAL & BE PASSIONATE ABOUT IT
From raising funds & awareness of a charity or cause that matters to you, be passionate
Talk naturally, plead vehemently, whisper confidently, appeal plaintively, proclaim distinctly, pray constantly.
Listen to everyone's views, then listen again.. no idea is a bad idea!
3. SELECT YOUR SOCIAL PLATFORM
Which platform gives you the greatest reach? Now tell your story ... passionately!
4. INVITE INFLUENCERS TO HELP SPREAD YOUR MESSAGE
Decide which platform to use and then look to those who will champion your idea - with nearly 600,000 followers, one of our charity's greatest Twitter advocates is our wonderful Patron Lorraine Kelly
5. HAVE AN IDEA THAT PEOPLE WILL LOVE & WANT TO TAKE PART IN
The Muscle Help Foundation is working up some ideas around its #powerof657 campaign - we want to create a sense of intrigue around the number 657 ie. the number of muscles in the human body and the charity's goal to deliver 657 transformational experiences (otherwise known as Muscle Dreams) for children and young people with the muscle wasting disease muscular dystrophy
What universally binds us together, the common denominator, that one things that knits us together is something called 'muscle' - therein lies the challenge to come up with an idea that not only makes the causal link but also hopefully captures the imagination of the masses! Thanks to social media, we know that peer pressure is alive and well.
So from ice buckets to mannequins ... the trick is to play up the visual elements using film, like our talented Mr Ferguson, allowing people to have fun, donate and then of course create that call-to-action in encouraging others to participate.