Stop Throwing Water on The Ice Bucket Challenge

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Unless you have been holed up in a cabin without wifi for the past couple of weeks, you have likely heard about the #IceBucketChallenge, a social media campaign in support of ALS (also known as Lou Gherig’s Disease) charities.

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The idea is simple: dump a bucket of cold ice water on your head, post a video of yourself doing it to social media, challenge three of your closest friends or colleagues to do likewise or fork over a donation to the ALS charity of their choice.

The idea was launched by Pete Frates, a former captain of the Boston College baseball team who suffers from ALS. In late July, he put the challenge out there to a number of sports figures in the Boston area and the idea took off.

The campaign continues to inspire some of the biggest names in business, sports and Hollywood to take part with their own daring versions, including; Microsoft founder Bill Gates, NBA superstar Lebron James, Elon Musk and Oprah Winfrey. There are many outlandish versions, including NHL player Paul Bissonette version where he hired a helicopter to douse himself with glacier water while wearing a Speedo.

The star power has triggered a viral sensation. The term “Ice Bucket Challenge” was mentioned 2.2 million times on Twitter between June 1 and August 13 and, according to Facebook, videos of the trend have reached 1.2 million.

Most importantly, as of Wednesday, the ALS Association in the U.S. reported it has received $31.5 million in donations compared to $1.9 million during the same time period last year (July 29 to August 20). These donations have come from existing donors and 637,527 new donors.

So how can there be naysayers of the challenge? The arguments goes like this:

This article originally appeared in MarketingMag.ca by PHILLIP HAID  AUGUST 21, 2014