By Stephan Manning.
If somebody had told me earlier this year that the best way to raise money for research on a rare disease is to have people pour buckets of ice water over their heads I would have probably suggested ordering another martini – on the rocks! Today it seems that hardly anybody has not been nominated for the ALS ice bucket challenge or at least heard about it. In a nutshell, the idea is to challenge people to either donate $100 for research on ALS* or dump a bucket of ice water on their head within 24 hours, which would qualify them to nominate other people. Critics have called the campaign a substitute for charitable work; a distraction from other campaigns; and a waste of water. But nobody can deny that this campaign has generated over 1 Million Facebook videos since June 1 and more than 2.2 Million tweets since July 29, all of which have helped mobilize $41.8 Million from 739,000 donors for ALS research within the past month. So what’s the secret behind this campaign and do we need more (ice bucket) challenges to solve the world’s many problems?