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Apple’s Senior VP of Marketing posted a few photos of himself taking the Ice Bucket Challenge on Twitter today. The challenge was created by former Boston College baseball player Pete Frates in order to raise awareness for amyotrophic lateral sclerosis (more commonly known as ALS or Lou Gehrig’s disease).

The challenge itself involves dumping a bucket of ice water over one’s head, then selecting a number of friends to do the same. Those who are challenged to participate but fail to do so within 24 hours are asked to donate to the ALS Association. Donations to the organization have reached over $1.35 million since the challenge started catching on in late July, a spokesperson said. During the same time last year that amount was only $22,000.

Schiller isn’t the first tech executive to jump in on the trend. He was preceded by the likes of Facebook’s Mark Zuckerberg and Microsoft’s Satya Nadella. After taking the challenge, Schiller took to Twitter to call on a few others to join him, specifically naming “Chris, Kim, and Tim.” The Chris named in the tweet appears to be NCIS: Los Angeles actor Chris O’Donnell, who was also tagged in the tweet.

Interesting side note: Schiller’s tweet and photo are geotagged from a beach in Half Moon Bay, Califorina.

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