JCB, a family owned outdoor power equipment manufacturer, joined the ALS Ice Bucket Challenge as a way to support an executive that has been personally affected by the disease.
Photo: JCB

This year the Ice Bucket Challenge• for Amyotrophic Lateral Sclerosis (ALS) research has gained substantial recognition, and to date has raised an astonishing $79.7 million, compared to last year's $2.5 million.

However, the challenge took on a whole new meaning when outdoor power equipment manufacturer, JCB offered its Savannah-area employees the opportunity to demonstrate their support. Those who donated to the cause received a cold shower from multiple JCB backhoes that had buckets full of icy water.

The event was JCB's way of supporting Dallas Reeves, JCB's vice president of sales, whose family has been personally affected by the disease.

"My grandfather passed away from ALS," said Dallas Reeves, JCB's vice president of sales. "As a result, my family and I have witnessed the painful realities of this disease first-hand. I truly appreciate JCB for taking on this cause and supporting ALS sufferers and their families in the search for a cure."

Commonly known as "Lou Gehrig's Disease," ALS is a progressive neurodegenerative disease that affects nerve cells in the spinal cord and brain. Motor neurons in affected individuals continue to degenerate and die, causing the brain to lose its ability to initiate and control muscle movement. Patients in the disease's latter stages may suffer from complete paralysis.

"Over the past few weeks, the ALS Ice Bucket Challenge has proved itself to be a fun and memorable way to raise money for a very good cause," said Thom Peebles, JCB's vice president of marketing. "I'm very proud that the JCB family is supporting Dallas and his family by helping fund much-needed research to fight a disease that's taken so much away from so many."

To learn more about the disease or to make a donation to ALS, please click here.