Meet Russia’s ‘Ice Kefir Challenge’

12:05 pm, April 1, 2015

Several Russian celebrities have taken part in a new phenomenon wherein individuals pour cold kefir (a yogurt drink) over themselves and post photographs of the experience on Instagram. Participants are calling the exercise the Ice Kefir Challenge, as the stunt is modeled on the ALS Ice Bucket Challenge from 2014, when people around the world dumped buckets of ice water on their heads to promote awareness of the disease Amyotrophic Lateral Sclerosis (ALS).

I accept the challenge from @anastasiya_denissova. Now I also know about the social program to provide free meals to children under three! In a show of support of this useful cause, and in honor of our beloved newborn son, I join the worldwide relay race of the Ice Kefir Challenge, pouring the kefir and challenging another three people: @polinamax @sasha_savelieva @mf_agent #IceKefirChallenge

Singer Alexei Vorobyov joined the challenge, as has comedian Yelena Vorobei, actress Anastasia Denisova, and ballerina Anastasia Volochkova. Each of these celebrities has challenged several of their friends to join the campaign, though most of the people they’ve invited have ignored the dare, so far.

I recently learned about the social program “Dairy Kitchen” (free meals for children under three). In support of this great and useful cause, I join the worldwide relay race of the Ice Kefir Challenge. I accept the challenge of “StarHit” @starhit_ru and now challenge Mikhail Grushevsky @grushevskiymikhail, Denis Lesnitskiy @lesnitskiy, and Nikolai Baskov @nikolaibaskov

I recently learned about the social program “Dairy Kitchen” (free meals for children under three). This is a great and very useful cause! I accept the challenge and pass the baton to three friends: Lesha Vorobyov @mr.alexsparrow, Petro @sheksheyev, and Anna Kotova @kotova_deryabina. Are you chicken? Follow my lead! #IceKefirChallenge

I accept the challenge from @anastasiya_denissova. Now I also know about the social program to provide free dairy products to children under three! In a show of support of this useful cause, I am pouring kefir on myself. I accept the challenge of “StarHit” @starhit_ru and now challenge Yelena Samodanova @elenasamodanova, Seregei Zverev @zverevserg, and Shura @Shuramedvedev. Please don’t leave any nasty comments. #flashmob #socialcampaign #kefir #subsidizedfood #icekefirchallenge #starhit #dairykitchen

The Ice Kefir Challenge is meant to draw attention to the social campaign Dairy Kitchen, which offers free meals to children under three. The first picture from the Ice Kefir Challenge appeared on March 29.

Volochkova’s photo attracted so many negative comments within the first few minutes that she deleted the image and only reposted it some time later as part of a collage, this time asking her followers not to leave “nasty comments.”
TJournal