ANN ARBOR (WWJ) – Some University of Michigan researchers are taking a popular social media challenge to a whole new level.

That social media phenomenon of course, is the Ice Bucket Challenge; and, at last count, it’s raised more than $80 million for ALS research.

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Scientists at U of M’s A. Alfred Taubman Medical Research Institute, where they do ground-breaking, stem cell ALS research, have put their own special spin on it, dumping buckets and lab beakers filled with ice on themselves.

The Institute’s director, doctor Eva Feldman, not only challenged other researchers to follow suit.

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She also threw down the gauntlet to the man who writes the big checks at the center.

“I have the pleasure of directing the A. Alfred Taubman Medical Research Institute…we challenged Mr. Taubman,” Feldman said. “In fact, we challenged him to begin a billionaire — an ice bucket billionaire — challenge.”

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Feldman says she expects to see Taubman’s response video posted very soon.