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.