ALS Ice Bucket Challenge: Boca Businessman Bringing Firetruck Filled With Ice Water to Douse People

In case you haven't heard or if you have been trapped under something heavy, the latest internet craze has been the ALS Ice Bucket challenge. But this is actually a very cool and noble thing, as internet crazes go. It's all about raising awareness and money for ALS (Lou Gehrig's Disease).

The challenge was started by former Boston College baseball player Pete Frates, who has ALS. It entails someone dumping a bucket of ice water over their own heads and then challenging someone else to do it, or else donate to the ALS Association.

The challenge has been taken on by everyone from all walks of life -- from everyday folks, to celebrities, to pro athletes. And now, a local businessman has challenged his entire staff as well as other local business to take on the challenge.

Brandon Rosen, CEO of Boca Raton-based ad company BMI Elite decided to take on the challenge and then called out the people who work for him to do the same.

Rosen himself wasn't challenged by a specific person, but took it on because he wanted to bring awareness to the community, and try to include other local businesses.

"Our company likes to give back to any cause," he tells New Times. "We feel it's important to give to causes, and we're involved with causes such as American Diabetes Association and the Boys & Girls Club, as well as a bunch of others. I figured this was another great cause we could get involved with."

Rosen got his video crew and filmed himself dumping a cooler of ice and water on his head.

He then challenge all 130 of his employees to do the same.

Rosen also says he plans on challenging at least three local businesses, but hasn't announced which ones yet.

Rosen says he is taking it up a notch and is bringing a firetruck filled with ice water to the BMI Elite building on Monday at 5:00 p.m. to make sure his employees get in on the action.

"It's such a great cause and great time to get community involved," he says.

So far, The ALS Association and its 38 chapters have received $4 million in donations since the bucket challenge first began back in mid-July. And the challenge is only now going viral.

For more on the Ice Bucket challenge, see the video below.

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