Apparently the challenge orginally involved either accepting the challenge OR donating but then it cleverly metamorphosed to accepting the challenge AND donating. So originally, those who doused themselves were essentially saving themselves the mandatory $100 donation, which would’nt really have caught on as it would have lacked the “good cause” bit because c’mon, how many times one is going to be interested in seeing someone pouring himself with ice cold water inorder to avoid making a donation.
There were celebrities offcourse who jumped into the bandwagon fanning the social media blaze that it has become. Ben Affleck, Lady Gaga, Oprah Winfrey. India saw the likes of Akshay Kumar, Abhishek Bacchan.
HBS has this on the latest social media fad.
The ALS Association has received $31.5 million in donations compared to $1.9 million during the same time period (July 29 to August 20) last year.
This remarkable increase in their fundraising potential is largely due to the snowball effect of cause marketing coupled with a social medial fad. Celebrities are jumping in on the action.
Phew! I believe the donation number is much higher now.
Come to think of it, for a country like India, TB, HIV AIDS, Malaria, Dengue are much much bigger challenges than ALS (a degenerative disease affecting the brain) for which even estimates of its occurence doesnt exist. ToI has this . Continued celebrity support is more welcome for real issues facing our country.