Niya Butts, the women's basketball coach at Arizona, saw things get way out of hand.
In cooperation with the Wildcats, the coach saw a charity-pointed hashtag go viral over the last few weeks, with almost all of the women's basketball taking notice and jumping in.
Jumping in to what? The Cold Water Challenge.
That's the name of the initiative, with a corresponding #Chillin4Charity hashtag, which seeks to raise money and awareness for the Kay Yow Foundation -- a fund named for former NC State women's basketball coach that, according to its website, "supports research, provides grants and drives inspiration in the fight against women's cancers."
The foundation now reports that Butts' hashtag has been used in more than 13,000 tweets, reaching nearly 32 million people worldwide.