In a shocking move today, California Lieutenant Governor Gavin Newsom, he of the noted slicked-back coif, allowed a bucket of ice water to dampen his famous locks. Not all of it, of course, because god forbid. But he did manage to get some of his hair wet. 

Newsom soaked himself as part of the Ice Bucket Challenge (#‎ALSicebucketchallenge‬). See, people all over the country started dumping buckets of ice cold water on their heads this week in an effort to raise money for Amyotrophic lateral sclerosis (ALS, a.k.a. "Lou Gehrig's Disease"), a neurodegenerative disease without cure.

"The viral challenge started when Pete Frates, a 29-year-old Massachusetts resident diagnosed with ALS, started posting about it on social media," reports USA Today. "Frates, a former captain of the Boston College baseball, knew Boston athletes, who accepted the challenge. From there, the local news stations picked it up and soon celebrities and politicians were doing it."

Other celebs taking part in the glacial viral campaign are Hota Kotb, Justin Tucker, Martha Stewart, and Justin Timberlake, just to name a few.