"My fundamental problem with this icy fad is that it is another erosion of individual expression": Columnist explains why he's saying no to challenge.

"When I was nominated to take up the Ice Bucket Challenge the other day, a cold shudder went down my body – not because of the thought of ice cubes tumbling over me, but because this ridiculous craze had finally reached me. The phenomenon sees participants dumping a bucket of ice water over their heads in return for donating money to a charity which supports people suffering from amyotrophic lateral sclerosis, otherwise referred to as motor neurone disease. An admirable cause for sure, but let me be clear – I won’t be taking up the 'challenge' – and this is why." -- Michael Wilkinson, the London Telegraph