The Ice Bucket Challenge was a viral campaign aimed at raising awareness and funds for amyotrophic lateral sclerosis (ALS), a fatal disease affecting around 6,000 Americans annually. Initially not sanctioned by the ALS Association, the challenge encouraged participants to donate or douse themselves with ice water, resulting in over $220 million raised globally and significant public engagement. The campaign peaked in popularity for about eight weeks in 2014, leading to a dramatic increase in ALS awareness and website visits.

1. When Every Drop
Counts- ALS Ice
Bucket Challenge
By: Gabrielle Hobbs

2. Background
 Amyotrophic lateral sclerosis (ALS) is an
atrocious disease that has no known cause,
no known cure, and affects around 6,000
Americans every year.
 The disease attacks different nerve cells that
control voluntary movement and takes away
all physical movement from someone who is
diagnosed.
 100 percent fatal and once diagnosed,
people who suffer from this disease only live
two-five years longer.
 The ALS Association was formed in 1985
and is solely dedicated to fighting ALS and
advocating for people who suffer from this
disease.

3. Situation: What is the campaign?
o The challenge was easy, if you were challenged you either
donated $100 to ALS or dumped a bucket of ice water on
yourself.
o Originally not an ALS sanctioned event
o Chris Kennedy- 2014
o Pete Frate
o Frate’s large following
o ALS Association got involved within a week of Frate’s initial
post

4. Objectives
No objectives made at first
Objective 1: To draw public attention to the
challenges faced by people with ALS.
Objective 2: To raise money for an ALS foundation
that would allow for more research to find a cure
or cause.

5. Strategies and Tactics
1. News Release on ALS website- August 6, 2014
2. Creation of Ice Bucket Challenge Website- shared to all social medias
3. First national press release via PR Newswire
4. Media Interviews
5. Transparency
6. Hashtags: #icebucketchallenge, #alsicebucketchallenge, #strikeoutals
7. One-minute thank you videos
8. Infographic of results

6. Evaluation
 LARGE SUCCESS
 Lasted 4-5 months
 peak popularity lasted roughly eight weeks and raised $115 million
 More than $220 million raised globally
 17 million Ice Bucket challenge videos were posted on Facebook and had been
viewed more than 10 billion times by 440 million people.
 Over 100 celebrities, politicians, and key figures participated
 Significant increase in people’s awareness of ALS
 Visits to the ALS Association’s website increased drastically

7. Discussion Questions
 1. Did any of you all do the challenge?
 If so, was it something you did just because everyone else was or were you aware of
what it was for?
 Do you know why you pour ice water on yourself and why it relates to ALS?
 Do you think social media challenges and contests are the new way to get your
company's name out? If so, do you know any other campaigns that are related to this
one?
 If this challenge/campaign was started directly from ALS do you think it would have
been as successful?
 If ALS attempted to start this challenge again, would you participate or do you think it can only
be done once?