Meet Russia’s ‘Ice Kefir Challenge’
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).
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.
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.”