People will often argue that stunts, most of them stupid, will go viral as long as there is Internet. Icing and planking are two such examples of stupid stunts. But the ALS Ice Bucket Challenge is something very different from the other stunts.
What is ALS?
ALS (Amyotrophic lateral sclerosis) is a Neurodegenerative disease where the patient soon becomes paralyzed, finally becoming incapable of breathing. It results in a hundred per cent mortality rate. In the United States the disease is commonly referred to as “Lou Gehrig’s disease”.
The Ice Bucket Challenge had its inception in July. But it was not in its present incarnation till August when the ALS Association put out its first press release about the phenomenon. Within two weeks, the charity tallied $ 5.7 million in donations.
It became famous in such a way as if it were invented in some viral factory. Everywhere in the Internet you can see people from celebrity to big corporate houses participating in the challenge. In fact, the celebrity and built-in virality, which came of course with “tagging” friends, really has some random good cause attached with it. A big effect of the ice bucket challenge is “awareness”.
It is the unanimous opinion that the Ice Bucket Challenge was the coolest hot trend this summer. It was the hottest trend not only among the non-profit world but also among celebrities and just among anyone who has a camera and an Internet connection.
It is reported that prior to the craze of the Ice Bucket Challenge craze, only half of the American population knew about ALS. But the craze identified itself as the grassroots level and spread like forest fire. With this, anyone you meet today can tell you at least something about the disease.
What is the deal like?
If you happen to be challenged by someone during their Ice Bucket Challenge you’re expected to take the challenge as well. Grab a bucket fill it up with Ice Cold Water. , After dumping the Ice cold slurry of Ice and water on your head then posting your video or images for the world to see you are now entitled to challenge others to go through the same experience, the minimum seems to be challenging 3 other people to the ALS ice bucket challenge.
If you don’t want to dump the freezing water on your head, what will you have to do?
In case if you don’t want to dump freezing water on your head you’re supposed to donate to the ALS charity of your choice. This is all in good fun for promoting awareness of a horrible disease, and it’s making a real difference for the charities quadrupling the donations they were seeing last year around this time.
Several reasons contributed to the success of the Challenge. To attract attention of the young generation, it is extremely important that not only to tell a compelling story but also to make that story have a personal feeling. The Challenge has done that exactly. Social media played the biggest role in making it famous. Facebook posts, Twitter videos and Instagram photos often carry a sense of self-congratulatory: “Look at what I did to give back. Look at how I dumped water on my head. Everyone look at me doing something good.” But the truth is that, this very thing is a large part which made the campaign this much successful.
To raise awareness for ALS, Bill Gates, Justin Timberlake, Ron White, William Shatner, Robert Downy Jr and Jimmy Fallon are few of the several names of celebrities such who have dumped buckets of ice of themselves. Don’t be surprised to know that the viral Challenge has raised more than $53 million in donations. To fight the deadly, Lou Gehrig’s Disease, the ALS Ice Bucket Challenge has raised more than tens of millions of dollars.
In August, Facebook FB +0.47% feeds were filled with people dumping buckets of ice water over their heads, and challenging others to do the same, or else donate to an ALS charity. Many people did both.
Barbara Newhouse, the president and chief executive of the ALS Association, told about the flood of financing “It just became craziness. Good craziness, but craziness.” She also said “The challenge is managing the public’s expectations that we are moving with urgency, yet spending the dollars wisely.”
The goal of the ALS Association is to spend the money received as donation, carefully, not just quickly. The chief communications and marketing officer of the ALS Association said, “The possibility of spending $100 million by end of January [the firm's end of fiscal year] is slim to none”
Barbara Newhouse also mentioned “Encouraging three million ice-bucket donors to keep on giving, without the threat of ice being poured over their heads. Even the huge increase in donations pales next to the $1 billion it can take to bring a new drug to market.”
The ALS association funds almost one hundred research projects which are selected through a peer review process involving top ALS scientists.
The ALS Ice Bucket Challenge is a perfect example of how technology has changed and still changing for a great number of significant causes. Such kinds of online and social media campaigns are sure to change the manner we think about causes. It will also help us in raising global colossal awareness as well as money in the innovative ways which we have ever thought of. Portraying this particular cause through social media worked well since it has got an element of fun. The challenge emboldens people to take part and engage their friends in this challenge too.
As the ALS Ice Bucket challenge has taken Facebook – and the world – by storm, social media is abuzz with a new term: “”. With the ALS Ice Bucket challenge making its mark in Facebook, a new term “Slacktivism” is strongly buzzing the social media. The Oxford Dictionary defines Slacktivism as an action “performed via the Internet in support of a political or social cause but regarded as requiring little time or involvement”.