It’s back. And it’s colder than ever.

The Ice Bucket Challenge 2.0 has launched in Canada, inviting everyday people to take a chilly diversion from August’s sweltering heat by dumping buckets of ice-cold water over their heads.

The hope is to replicate last year’s viral campaign, which had everyone from Oprah to Sidney Crosby to U.S. President Barack Obama participate. In total, the fundraiser garnered $220 million worldwide for ALS research.

“The simple act of dumping a bucket of water over your head has inspired people across the world,” Pat Quinn, co-founder of the Ice Bucket Challenge, told CTV’s Canada AM Tuesday morning. “We really just wanted to bring it back and keep that momentum going.”

To jumpstart this year’s challenge, organizers invited a crowd to line up in downtown Toronto and, one at a time, dump the frigid buckets over each other’s heads. After drying off, participants are encouraged to make a donation to the ALS Association, an American non-profit organization fighting the disease.

The campaign, which has adopted the hashtag #EveryAugustUntilACure, is more than a social media stunt; it’s brought hope to thousands of people living with the incurable disease, Quinn said.

“There’s so much hope and fight in the ALS community,” said Quinn, who was diagnosed with ALS at the age of 30. “Now we can’t look back. We just gotta keep moving forward.”

And it’s already catching. Justin Bieber participated in the challenge Monday and nominated his manager Scooter Braun, pastor Judah Smith and boxer Floyd Mayweather.

ALS, sometimes called “Lou Gehrig’s disease,” is a terminal neurodegenerative disease affecting nerve cells in the brain and spinal cord.