No one would ever accuse “Today with Jenna & Friends” host Jenna Bush Hager of being cold.. at least, not until now.
But once they see the videos she posted on her Instagram account, they might just change their minds.
Hager, who made her acting debut in Hallmark’s “Holiday Touchdown: A Chiefs Love Story” last Christmas, went all-in Monday, April 21 on “Today” to bring back the “ice bucket challenge.” It’s the same challenge that went viral back in 2014.
And she didn’t just talk about it. Hager stepped up to the challenge and took one for the team.
It all started with Hager introducing the topic during her Morning Boost segment.
She shared how the 2014 challenge had been revitalized in a new TikTok campaign from students at the University of South Carolina. While the 2014 challenge raised money for ALS research, the 2025 campaign focuses on mental health awareness.
The Gamecocks created the #speakyourmind campaign to support mental health awareness through the non-profit Active Minds, at press time raising more than $223,000 of their $250,000 goal.
Jenna Bush Hager Is Up for a Challenge
Jenna Bush Hager did a lot more than talk about the new challenge.
She stepped up to the plate. Or in this case, the bucket.
After explaining the challenge on air, Hager asked her co-anchors, “So guys, should we jump in on this trend again?”
“Well, you started it last time. I think you should,” Craig Melvin replied with a smile.
“Alright, but before I get in on the splash zone, I’d like to nominate some people — Savannah [Guthrie], Craig, since you did it to me last time, Al Roker and Carson [Daly],” Hager declared.
Then, Daly stood behind Bush Hager at the anchor desk, pouring ice cold water over her head from a metal bowl live on the air.
“I was told they weren’t going to do too much water!” Bush Hager exclaimed, gasping.
“Carson, was a Gatorade bucket not available?” Guthrie joked.
Jenna Bush Hager Gets Payback on Co-Anchors
Once she dried off, it was Jenna’s turn for a little payback.
The daughter of former President George W. Bush and former first lady Laura Bush kicked it up a notch, taking the challenge to the streets of New York City. It was in the low 50’s out on the “Today Show Plaza” when Hager poured bowls of ice water over the heads of both Daly and Guthrie.
Daly nominated his pal Blake Shelton to take the challenge.
Guthrie nominated several stars including Jimmy Fallon, Olivia Munn and Scarlett Johansson.
Fun Event Has a Serious Purpose
While the ice bucket challenge has once again become a viral sensation, the purpose behind it goes much deeper.
The Mental Illness Needs Discussion (MIND) club at USC launched their #SpeakYourMind campaign on Instagram in March.
The challenge raises money for Active Minds, a Washington D.C.-based nonprofit that is the largest organization in the nation focused on changing the stigma around mental health in youth and young adults.
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Jenna Bush Hager Puts Co-Workers on Ice [VIDEO]