From 1991 to early 2014, a challenge of unknown origin often called the "Cold Water Challenge" became popular on social media in areas of the Northern United States and Northern Norway. The task usually involved the option of either donating money to cancer research or having to jump into cold water. In Norway the penalty for refusal could also be having to purchase alcoholic drinks for others. According to the Wall Street Journal, the Ice Bucket Challenge was begun by professional golfers as means to support various pet charities.
Soon after, the challenge was brought to mainstream audiences when television anchor Matt Lauer did what was called "the Ice Bucket Challenge" on July 15, 2014, on NBC's The Today Show at Greg Norman's challenge. Lauer was raising money for the Hospice of Palm Beach County.
In the Summer 2015 edition of the ALS Association's internet magazine "Visions" (page 5) says that "It all started in Florida with a golfer named Chris Kennedy. When Kennedy took the challenge in mid-July last year, the then little-known stunt was not tied to a specific charity. Kennedy thought taking the challenge might bring some cheer to a family member with ALS, Anthony Senerchia." Next, Kennedy nominated Senerchia's wife. Soon, news of the stunt traveled to Pat Quinn, of Yonkers, NY, according to "Visions". Within two weeks, word then reached Quinn's friend Pete Frates and he took the challenge, making him the fourth person to complete the challenge for ALS. During a Boston TV interview on September 2, 2019, Frates' father implied that his family knew so much about the disease, that "he felt like he was the Nostradamus of ALS".
The challenge first received increased media attention in the United States on June 30, 2014, when personalities of the Golf Channel program Morning Drive televised the social-media phenomenon, and performed a live, on-air Ice Bucket Challenge.
On the same day, golfer Chris Kennedy did the challenge, then challenged his cousin Jeanette Senerchia of Pelham, New York, whose husband, Anthony, had ALS for 11 years. Kennedy's challenge was the first documented instance of the challenge being connected with ALS. At this time, the challenge was not connected directly with ALS. Participants would donate to a charity of their choice.
Pat Quinn, who was friends on Facebook with the Senerchias, encouraged his friends to take the challenge, and soon after, Pete Frates began posting about the challenge on Twitter. Frates was awarded the Stephen Heywood Patients Today Award in 2012 for his fundraising and advocacy work. Frates' Boston College and sporting connections became an initial focus of the challenge and strengthened its focus on ALS. Both Quinn and Frates did the challenge in support of the ALS Therapy Development Institute. After its initial start with Pete Frates, a minor league baseball player diagnosed with the disease in 2012, the movement went viral in the Boston area which showed a much higher number of posts than any other area of the United States.
The Ice Bucket Challenge raised over $220m worldwide. Its combination of competitiveness, social media pressure, online narcissism, and low barriers to entry led to more than 2.4 million tagged videos circulating Facebook. Even though 40–50% of the new donors were likely to make one-time gifts only, the Challenge instigated large numbers of people, videos, and donations. The challenge also benefited from a unique balance of mass interest and individual identification. In using social media as its platform, it accessed many people worldwide; in having its participants individually identify potential candidates – calling them out by "tagging" them – it felt personal. Furthermore, the videos were often entertaining. The average participants kept their videos under a minute, requiring limited commitment from any viewers. Another concept the Challenge benefited from was its ripple effect, inspiring features for articles, such as The Guardian's "10 More of the Best Celebrity Takes on the Ice Bucket Challenge." Despite its marketing success, critics suggested that the ease of repeating the challenge's spiel do not increase awareness of what the disease actually does and who it is so harmful to.
In 2017, Frates published a book about the Ice Bucket Challenge detailing his own experience with ALS as well as his involvement in the social movement. Half of the proceeds were to go to the Frates family.
On August 1, 2015, a group of ALS organizations in the United States, including the ALS Association, relaunched the Ice Bucket Challenge for 2015. The group said they intended to rerun the campaign "this August, and every August, until there's a cure (for ALS)." "We have to finish what started last summer: every August until there's a cure," said Barb Newhouse, President and CEO of the ALS Association.
By early October, it was reported that the 2015 challenge had raised $500,000 as compared with the $115 million raised by the 2014 challenge. The final figure was reported by the ALS Association in mid-October as being $1,000,000, with a survey by health analysts Treato showing that only 14% of donors from 2014 donated again in 2015.
The 2021 and 2022 annual Yonkers Ice Bucket Challenge events were dedicated to the memory of Pat Quinn. with the latter held on July 31 (in spite of the "Every August ..." slogan). By this point the Empire City Casino had held an Ice Bucket Challenge event every year since 2015 except 2020 on account of the COVID-19 pandemic.
Within 24 hours of being challenged, participants have to record a video of themselves in continuous footage. First, they are to announce their acceptance of the challenge, followed by pouring ice into a bucket of water. Then, the bucket is to be lifted and poured over the participant's head.
Then the participant can nominate a minimum of three other people to participate in the challenge.
Whether people choose to donate, perform the challenge, or do both varies.
In one version of the challenge, the participant was expected to donate $10 if they poured the ice water over their head or donate $100 if they did not. In another version, dumping the ice water over the participant's head was done in lieu of any donation, which led to some criticisms of the challenge being a form of "slacktivism". Many participants donated $100 in addition to doing the challenge.
In mid-2014, the Ice Bucket Challenge went viral on social media, particularly in the United States, with people, celebrities, politicians and athletes posting videos of themselves online and on TV participating in the event. According to The New York Times, people shared more than 1.2 million videos on Facebook between June 1 and August 13 and mentioned the phenomenon more than 2.2 million times on Twitter between July 29 and August 17. At its peak, the challenge generated more than 70,000 tweets per day with hashtags such as #IceBucketChallenge, #ALSIceBucketChallenge, and #StrikeOutALS. Mashable called the phenomenon "the Harlem Shake of the summer".
While the Ice Bucket Challenge raised much in donations, studies show that the majority of participants did not actually donate. In the UK, one in every six people participated, but only ten percent of the participants donated, according to the Charities Aid Foundation. The percentage was higher in the U.S., but the majority still did not donate.
On July 25, 2016, the ALS Association announced that, thanks in part to donations from the Ice Bucket Challenge, the University of Massachusetts Medical School has identified a third gene that is a cause for the disease. Project MinE, a global gene sequencing effort to identify genetic drivers of ALS, received $1 million from the challenge, allowing them to broaden the scope of their research to include new sources in new parts of the world. Having identified the link between the gene, NEK1, and ALS will allow for a new targeted gene for therapy development, as well as focused drug development.
The Ice Bucket Challenge serves as a strong example of the effectiveness of digital media, showcasing its ability to spread information and awareness about various topics. The digital sphere allows for similar challenges to go viral through hashtags, infographics, and fundraisers. The success of the Ice Bucket Challenge has sparked other social media challenges to be publicized, reaching a wide and diverse audience. The My Tree Challenge is an activity launched in Kerala which consists of planting a tree sapling and challenging others to do so. The My Tree Challenge was preceded by a Book List Challenge, started by Facebook users, where users post a list of books that they have read and liked the most. The Rice Bucket Challenge, that started in India in late August 2014 and later spread to other South Asian nations, was also partly a response to the Ice Bucket Challenge's wastefulness of water. The "Pie In The Eye Challenge" challenges the nominated person to receive a pie in the face. One particular occurrence of this, the late 2016 Waitress Pie Challenge, was initiated by the cast of the musical Waitress to raise awareness of breast cancer. The Milk Bucket Challenge in which milk is poured over the nominated person, was organised in August 2015 by English dairy farmers to raise awareness of their financial plight. The Rubble Bucket Challenge, started by Jordanian comedian Mohammed Darwaza, involves dumping a bucket of sand and rocks over one's head. This challenge was further popularized by Palestinian journalist Aymal al Aloul, and aims to increase awareness of Gazans who have lost their homes in the ongoing conflict with Israel. The Love Bucket Challenge, started by Kerala newspaper Malayala Manorama encourages people to fill a bucket with items to donate to orphanages. The Kaapi Challenge uses coffee, and is a challenge done primarily by the Chennai Super Kings to commemorate the 375th anniversary of the city of Chennai.
A number of criticisms arose relating to the campaign, accusing it of being self-congratulatory, focusing primarily on fun rather than donating money to charity, and substituting a trivial activity for more genuine involvement in charitable activities. Writing in The Daily Telegraph, Willard Foxton described the challenge as "a middle-class wet T-shirt contest for armchair clicktivists", and the Evening Standard Magazine said that "it has become less about raising funds and all about showing off your star-pulling power".
On August 28, 2014, it was reported that the ALS Association had filed an application to trademark the term "ice bucket challenge", but the application was retracted amid criticism a day later.
"Michael's Story" was a campaign poster from the UK MND Association's summer 2015 "Last Summer" first anniversary campaign which featured Michael Smith. He had not taken part in the Ice Bucket Challenge and was subsequently diagnosed with motor neurone disease. This caused controversy, with some critics saying that the poster was implying that Smith had deserved his illness for his previous non-participation. The claims were strongly refuted by the Association and by Smith himself.
To prevent wasting drinkable water, many performed the ALS Ice Bucket Challenge by using natural water sources. Carole King performed the challenge using creek water that was immediately returned to the creek, and the Killer Clown, a YouTube personality, performed the challenge using rainwater. In response to the criticisms in California, some Californians performed the challenge by using dirt instead of water.
Some ALS organizations, such as the ALS Therapy Development Institute, has published guidelines for the Ice Bucket Challenge to minimize water usage through alternatives, like "filling the bucket with socks."
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