Social media has given us plenty of laughs, heartwarming moments, and even the occasional viral challenge that does some good in the world.
Who could forget the 2014 Ice Bucket Challenge, which raised millions for Amyotrophic Lateral Sclerosis (ALS) research and had everyone from your next-door neighbour to celebrities dousing themselves in icy water for a good cause?
But as with many things online, not every trend is as harmless as it seems. The latest viral sensation making the rounds is a disturbing twist on the original Ice Bucket Challenge—and this time, our four-legged friends are the ones paying the price.
It all started innocently enough. Earlier this year, the University of South Carolina launched a new version of the Ice Bucket Challenge to support the mental health organisation Active Minds.
The idea was simple: pour a bucket of water (and sometimes ice) over yourself, film it, and post it online with the hashtag #speakyourmindchallenge to raise awareness for mental health.
But as the trend spread, some pet owners decided to get their dogs involved—quite literally. Enter the #barkyourmindchallenge, where people film themselves pouring cold or icy water over their unsuspecting dogs, capturing their startled reactions for likes and shares.
Unsurprisingly, animal welfare organisations are not amused. PETA (People for the Ethical Treatment of Animals) has condemned the trend in the strongest possible terms, calling it ‘sickening’ and a ‘senseless social media stunt’.
‘Dousing an unsuspecting dog with water is an appalling betrayal of their trust that undoubtedly leaves them confused and terrified, and it’s every bit as egregiously cruel as it would be if it were a child being harassed and antagonised,’ said PETA Senior Vice President Jason Baker.
While some participants claim they use warm water or dry their pets off immediately afterwards, animal behaviourists warn that the experience can still be deeply distressing for dogs and other pets.
It’s not just dogs, either. Some people have started involving their cats and other pets in these stunts, which can be even more traumatic for animals that are naturally averse to water.
Many participants claim they’re raising awareness for mental health or supporting a good cause. Others say they give their pets treats afterwards or avoid pouring water on their faces. But as the videos show, the animals’ reactions are often ones of fear and confusion, not fun or enjoyment.
Some even try to justify their actions by saying their pets ‘consented’ or that they ‘love them, I swear’—but as any responsible pet owner knows, animals can’t consent to being part of a viral video, and love means putting their welfare first.
PETA is urging pet owners to think twice before participating in these viral stunts, reminding us that our companion animals rely on us for their safety and well-being. ‘PETA encourages animal guardians to use common sense, think about these senseless social media stunts from the animal’s perspective, and always put their companion animal’s well-being first,’ Mr Baker added.
As the debate around this viral trend continues, many are left questioning where the line should be drawn between raising awareness and respecting animal welfare.
What are your thoughts on the #barkyourmindchallenge? Do you think social media trends have gone too far? How should pet owners balance online engagement with responsible care? Share your experiences and opinions in the comments below.
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Please use Australian names for medical conditions if you are writing for an Australian audience. We don’t call it ALS here, it is Motor Neurone Disease, MND. I lost two dear friends to this horrible disease.