Water-starved South Asia introduces the 'rice bucket challenge'

Water-starved South Asian nations have devised their own answer to the Ice Bucket Challenge taking the social media world by storm, instead filling buckets with rice and other supplies for the needy. Since June, thousands of people worldwide have doused themselves with a bucket of icy water, then posted a video recording of the stunt online and challenged others to do the same or pledge a donation. The "Ice Bucket Challenge" aims to raise awareness about ALS, a condition of the nervous system also known as Lou Gehrig's disease. However, in India, a 38-year-old woman decided to transform the #IceBucketChallenge into the #RiceBucketChallenge, encouraging social media users to donate a bucket or bowl of rice to someone in need.