NORTHERN Echo editor Peter Barron got an icy soaking as part of a charity campaign that has swept the globe.
The Ice Bucket Challenge involves people having a bucket of icy water poured over their heads before nominating their friends to do the same.
It went viral online after the family of an American baseball player diagnosed with amyotrophic lateral sclerosis (ALS) encouraged people to take part to raise awareness of the condition.
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Those who take the challenge are encouraged to donate money to the ALS Association, while many nominees in the UK are donating to Macmillan Cancer Research.
Celebrities including David Beckham, Britney Spears and Oprah Winfrey have posted videos of themselves being doused in icy water online – and have then gone on to nominate the likes of Stephen Spielberg and Leonardo DiCaprio to do the same.
Mr Barron was nominated by BBC Tees presenter Mike Parr who himself took the challenge live on air yesterday (Tuesday, August 7).
HOLY WATER: Peter Barron receives a soaking
Mr Barron is collecting charity donations from The Northern Echo staff and the paper’s parent company Newsquest will match the total raised.
He said: “When you are nominated live on air and it is such a good cause, how could I possibly refuse?”
Mr Barron enlisted the help of cast members from Darlington Operatic Society’s upcoming show Sister Act and three ‘nuns’ were only too happy to give him a good soaking with iced water provided by market fishmonger P&A Liddle.
It took place in Darlington Market Square and a small crowd gathered to watch the editor get soaked.
Speaking afterwards, a chilly Mr Barron said: “It was absolutely freezing, but it actually wasn’t as bad as I thought it would be.”
Later on Rockcliffe Hall's pro golfer Jon Stacey received the ice bucket treatment from fellow pro golfer Paul Wesselingh.
FREEZE A JOLLY GOOD FELLOW: Jon Stacey takes it like a man
Since the Ice Bucket Challenge won celebrity endorsement and gained worldwide attention a fortnight ago, the American-based ALS Association has received $4m in charity donations - compared to just over $1m over the same period the previous year.
It has also welcomed more than 70,000 new donors to the cause.