Ice Bucket Challenge to help increase awareness for ALS (amyotrophic lateral sclerosisis) or Lou Gehrig’s disease is revolutionizing fundraising pattern all over the world with celebrities taking the baton online from the other though they are physically disconnected.
True to the trend that went viral, the ALS Association has said it was able to raise more than $100 million in just one month, starting from July 29 to August 29. This was 3,500% more than what it could raise during the same period in last year, at $2.8 million. The online viral donation trend has topped medical charity initiatives so far.
The ALS Ice Bucket Challenge, kicked off in the US, has thrown a challenge online kicking off a worldwide campaign seeking people to either dump a bucket of ice water over their heads or donate to support research for ALS. Whenever, a person accepts the challenge, he or she should do the feat and challenge another person to repeat the feat in fundraising. If the other person doens’t want to take up the challenge, he or she should donate $100 to the ALS Association.
The main reason the campaign go viral worldwide was the social media with huge number of celebrities such as Bill Gates, Stephen King, Christiano Ronaldo, Lady Gaga, our own Poonam Pandey and many IT celebrities particiapted in it.
Once challenged, participants have to accept and record a video of themselves taking the ice bucket challenge within 24 hours, and call out a challenge to other people.
However, political leaders have taken exception. US President Barack Obama was challenged by Ethel Kennedy, Justin Bieber, LeBron James and “Weird Al” Yankovic but declined to take it and paid a donation of $100. Even UK Prime Minister David Cameron, challenged by Alex Salmond and Russell Brand, declined in favour of a donation.