Is the Ice Bucket Challenge More Than a Gimmick?

By Kristina Bravo,

The idea is simple: Dump a bucket of ice-cold water over your head and dare friends to do the same or else make a donation toward fighting Lou Gehrig’s disease, or amyotrophic lateral sclerosis.

The campaign went viral last month. Umpteen celebrities and anybody with a social media account accepted and passed the challenge on. It has earned the ALS Association $11.4 million in contributions from July 29 to Aug. 16. 

Sounds like a neat tale of collective goodwill in the social media age, right? Well, some aren’t convinced.

Skeptics call it a stunt, ersatz philanthropy instead of actual involvement. 

This article was originally published on, Aug 14, 2014. Read the complete article here.