Amyotrophic Lateral Sclerosis(ALS), commonly known as Lou Gehrig’s disease is a progressive neuromuscular disease. Though the disease can occur at any age, it generally occurs in the age group of 40-70. Every year around 5000 cases surface up in the US. In most of the cases diagnosed, the cause of the disease is unknown. Neither lifestyle, genetics nor eating habits have given any clue to the cause of the disease. Starting from weakness, twitching, loss of control, the symptoms may progress to breathlessness, difficulty in swallowing and paralysis. There are various techniques for diagnosing this disease including laboratory tests, spinal tap, MRI and EMG. As of today, there is no known cure for this disease.
The ice bucket challenge has gained attention all over the world as one of the most innovative ways to spread awareness about a disease. Till now, it has raised a whopping $100 million and is still counting. This is a huge increase in funds to the ALS association compared to the $2.8 million last year. The video campaign- wherein a challenger has to throw a bucket of ice cold water on himself/herself and dare three other people to do the same- has made a mark on every social media. As per Facebook, more than 15 million people have posted, commented or liked a post related to this challenge.
It is interesting how this campaign became viral. It began with Pete Frates, a baseball player who was diagnosed with ALS in 2012. Ever since Frates posted it on Facebook, around 9 million people actually have taken this challenge. Since decades, charity raising has been following a conventional three step process. Targeting rich people in a community, requesting for money and then organizing fundraisers, and events to expand the reach and create awareness. But the ice bucket challenge has given a completely new dimension to the way individuals all over the world could be involved. The main reason for its success is that its real, fun and tactile. Social media has helped launch this campaign to another level.
However, There is a backlash to this campaign. The message of the campaign i.e. awareness about ALS is getting lost in the process. People are more concerned about completing the challenge for the thrill of it and do not care about the real spirit behind the cause. Non profit organizations should have consistency in their fund flow and it should not be a one time affair. Will the ice bucket challenge able to convert this campaign into more satisfactory and tangible communication for the masses? It may not create a mark in sensitizing people about the social responsibility they bear, but it sure did bring home the idea how social media used in the proper way could have a huge impact on social causes.
The ice bucket challenge has gained attention all over the world as one of the most innovative ways to spread awareness about a disease. Till now, it has raised a whopping $100 million and is still counting. This is a huge increase in funds to the ALS association compared to the $2.8 million last year. The video campaign- wherein a challenger has to throw a bucket of ice cold water on himself/herself and dare three other people to do the same- has made a mark on every social media. As per Facebook, more than 15 million people have posted, commented or liked a post related to this challenge.
It is interesting how this campaign became viral. It began with Pete Frates, a baseball player who was diagnosed with ALS in 2012. Ever since Frates posted it on Facebook, around 9 million people actually have taken this challenge. Since decades, charity raising has been following a conventional three step process. Targeting rich people in a community, requesting for money and then organizing fundraisers, and events to expand the reach and create awareness. But the ice bucket challenge has given a completely new dimension to the way individuals all over the world could be involved. The main reason for its success is that its real, fun and tactile. Social media has helped launch this campaign to another level.
However, There is a backlash to this campaign. The message of the campaign i.e. awareness about ALS is getting lost in the process. People are more concerned about completing the challenge for the thrill of it and do not care about the real spirit behind the cause. Non profit organizations should have consistency in their fund flow and it should not be a one time affair. Will the ice bucket challenge able to convert this campaign into more satisfactory and tangible communication for the masses? It may not create a mark in sensitizing people about the social responsibility they bear, but it sure did bring home the idea how social media used in the proper way could have a huge impact on social causes.
Anurag is the Chief Branding Officer at Brandcare
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