There is a craze sweeping the world at the moment, it is filling newspapers and ‘going viral’ on the internet. For anyone who has been living in a cave for the past two months I am talking about the ‘ice bucket challenge’ - the latest thing to be seen doing. A simple theory, it involves filling a bucket with water and tipping it over your head, preferably with a camera pointed in your direction. The ‘challenge’, I am led to believe, helps raise awareness of Motor Neurone Disease - the paralysing sensation of getting drenched in ice-cold water apparently gives an insight into what sufferers experience. I get the theory, however I am starting to grow tired of the endless watery Facebook updates and procession of publicity-hungry ‘celebrities’ who, lets face it, would tip a bucket of camel dung over their heads if it scored them a picture in a national newspaper. I can imagine the calls flying from publicists to clients - “I think it’s time you were seen doing the ice...