| 20.3°C Dublin

i'm no wet rag but it's time somebody called a halt to this ice-bucket nonsense

My favourite half-Bangladeshi Irish model, Shahira Barry, undertook an ice-bucket challenge last week and, having doused herself in a moderately-sized receptacle of cold water, proceeded to nominate three people to do likewise.

I was one of those three people.

And it was then that it occurred to me - it is now time to call a halt to this nonsense?

Is it, in short, sacrilege to suggest that the craze sweeping the world has long since stopped being a novel way of raising awareness, and money, for charity, and seems to have turned into a publicity vehicle for the preening, narcissistic and publicity-hungry amongst us?

Following on from the "no make-up selfies" campaign, the ice-bucket challenge is the latest attempt to get people to dip into their pockets in the name of charity.


Mind you, it didn't take long for the no make-up campaign to reek of narcissism.

It seemed that many participants were doing it to receive compliments about how stunning they looked without make-up.

Laughably, by tagging their posts with the words "empowering" and "liberating" they seemed to forget that they were foregoing make-up for an hour of their lives, not altering the course of history.

And the same degree of self-promotion, with the charity element having become a sideshow, seems now to be taking over the ice bucket craze.

While not every participant should be tarred with the same brush - some Irish TV presenters have used their profile to raise impressive amounts for charity, with Miriam O'Callaghan doing exactly that at the weekend - the campaign has seemingly become an opportunity for people to clog up social media with their posturing, many completely oblivious to the fact that such endeavours are supposed to raise money.

Secondly, some minor celebrities seem to be using the challenges as a way of boosting their credibility, nominating well-known people to take part in an attempt to impress viewers with their A-list friends.

And some male participants seem to see it as an opportunity to parade themselves without a shirt to show off their physiques.

Most laughably of all, elements of the media are encouraging such showmanship by suggesting that completing the challenge is some kind of notable achievement.

An article on RTE's website last week trumpeted the fact that Fair City actress Jenny Dixon "has successfully completed the Ice-Bucket Challenge", to which one should point out an obvious truth.


Nobody "successfully completes" the challenge, as it's a phrase which implies some kind of skill, rather than just standing still and being doused with a bucket of water.

So apologies, Shahira, but I'm going to pass, and run the risk of eternal damnation, because these simple facts remain.

I've no interest in self-publicity and don't need to be filmed pouring cold water over my head to let people know that I'm a warm, considerate person.

They know that already.