ice bucket ppt

Submitted by
Shruti parate
2nd semister

ALS (amyotrophic lateral sclerosis) is known as MND (motor neurone disease) in
Australia.
 On 10 August the Ice Bucket Challenge reached Australian shores when Rod Harris,
CEO of MND Victoria was nominated to complete the challenge by Rachel
Patterson of the International Alliance of ALS/MND Associations.
 Since this first Australian drenching, staff members from MND Australia
and the state MND associations as well as MND researchers and members of
the MND community have taken up the icy challenge.
 In Australia the Ice Bucket Challenge started to gain widespread publicity
when Hamish McLachlan, host of Channel 7's Game Day completed the challenge
on live to air TV.

IT'S NEVER TOO LATE TO TAKE A DRENCHING FOR MND. THE ICE BUCKET
CHALLENGE RULES
Mandatory:
1. Fill a bucket (or larger container) with water and ice
2. Tip it over your head
3. Challenge three other people to take the Ice Bucket Challenge within 48 hours
4. If nominees don't take the Ice Bucket Challenge within 48 hours they make a
donation to an MND charity.
2. Of course you can take the challenge AND make a donation and ask the people you
nominate to do the same!
Optional:
1. Add your own personal touch by using a helicopter like Paul Bissonnette or creating a
ice bucket tipper like Bill Gates.
2. Post your video/photos on Facebook, Twitter, YouTube and Instagram. Use the
hashtags #icebucketchallenge and #MND.
3. Post your video/photo on MND Australia's Facebook timeline or use @mndaustralia
on Twitter.
2. Make a donation as well as taking the challenge like Taylor Swift.
3. Make a donation for each of your nominees who complete the challenge like Kevin
Russo.

HOW TO GET INVOLVED
 Take the Ice Bucket Challenge and challenge your friends and family to do the same.
Help support people living with MND and MND research
MND Australia, the MND Research Institute of Australia and state MND associations
can only continue thanks to the generous support of donors. We really on donations
for research and to provide information, awareness, advocacy and care for people
living with MND. Donations of $2 and over are tax deductable.
Using the Ice Bucket Challenge to raise awareness of MND
Remember, the Ice Bucket Challenge is all about raising awareness, so don't forget to
mention MND and share with your friends and followers! Below are some facts that
you might like to include in your video.

FACTS ABOUT MND
 MND is a progressive, terminal neurological disease
 There is no known cure and no effective treatment for MND
 Each day in Australia two people die from MND
 Each day in Australia two people are diagnosed with MND
 People with MND progressively lose the use of their limbs and ability to speak, swallow
and breathe, whilst their mind and senses usually remain intact
 Average life expectancy is 27 months
 An estimated 1,900 people have MND in Australia
 For every person diagnosed with MND it is estimated that a further 14 members of their
family and their friends will live with the effect of MND forever

WHO HAS TAKEN THE CHALLENGE?
Famous
Just some of the famous people who have been ice bucketed:
 Mark Zuckerberg of Facebook Challenging Bill Gates
 Bill Gates
 Ophray Winfrey
 Justin Timberlake challenging Jimmy Fallon
 Jimmy Fallon challenging the New York Jets
 Conan O’Brien
 Andy Murray
 NHL Player Paul Bissonnette
 Eddie Redmayne and Jamie Dornan

How much has
the ice bucket
challenge
achieved?

 The media is reaching saturation point in its coverage of the ice bucket
challenge. But what has actually been achieved?
 The format is simple - somebody has water, often full of ice cubes, dumped over their
head. They then nominate people they know to undertake the same challenge.
 There have been in excess of 2.4 million ice bucket-related videos posted on Facebook,
and 28 million people have uploaded, commented on or liked ice bucket-related posts.
 On image sharing website Instagram there have been 3.7 million videos uploaded with
the hashtags #ALSicebucketchallenge and #icebucketchallenge. Justin Bieber's has
been the most popular - with about one million "likes".
 The stunt is typically intended to raise money and awareness for the Amyotrophic
Lateral Sclerosis (ALS) Association. Its British equivalent, the Motor Neurone Disease
Association, has also benefited.

 From 29 July to 28 August this year ALS received $98.2m - compared with $2.7m donated
during the same period last year.
 Pre-ice bucket, the MND Association would receive on average £200,000 a week in
donations. From 22 to 29 August, it received £2.7m.
 In the UK, other charities have benefited with Macmillan Cancer Support raising £3m
from challenges. Water Aid has seen a spike in donations, including £47,000 in one day -
50% higher than it ever received in a single day before. The money came in part from
people bemoaning the water wasted in the challenges.
 But the other purpose of the campaign has been in raising awareness.
"Do you think Anna Wintour, Kate Moss and Victoria Beckham were talking about ALS a
few months ago? No, I very much doubt it," says Shannon Murray, an actor, writer and
disability rights campaigner.

 "It's been very celebrity-orientated and it plays into our culture of putting everything
about ourselves out there on social media. Some people have chosen to do it in a bikini,
some have chosen white T-shirts, some people have obviously done it to raise their
profile and that's up to them. Personally it makes me a bit uncomfortable, but actually
the bottom line is that people weren't talking about MND two months ago, and now
they are."
 A crude measurement can be found in Google searches. Searches for both ALS and Lou
Gehrig's Disease, an alternative name in the US, rose sharply from 13 August to a peak on
21 August. Since then they have been declining. The term MND rose sharply from 20
August, reaching a peak on 26 August.
 From 1 August to 27 August this year, the ALS Wikipedia page had 2,717,754 views. This
compared with the 1,662,842 people who had visited the page during the whole of the
preceding 12 months, according to data company Dataviz.

 Average daily visits to the ALS association website were about 17,500 before the ice
bucket challenge, compared with the peak of 4.5 million visits on 20 August (of which
83% were new to the site). During the past month there have been about 30 million
visitors in total.
 Average daily website visits to the MND association have risen from 1,400 to 153,000 on
its biggest day - 26 August.
 And as of 29 August the ice bucket challenge had 4,483,726 Twitter mentions. ALS
Twitter followers had increased from 8,975 in early July to 21,100, while MND had over
6,000 new followers.
 So it's probably safe to say that awareness has been increased.

 Amyotrophic Lateral Sclerosis (ALS)

 Also known as motor neurone disease, and - in the US - Lou Gehrig's disease, after
famous baseball player who was thought to have died from the disease
 Rare condition where parts of the nervous system become damaged, causing progressive
weakness, usually with muscle wasting
 Occurs when specialist nerve cells in the brain and spinal cord called motor neurones
stop working properly; as condition progresses, sufferers find basic activities such as
walking, speaking, swallowing and breathing increasingly difficult to do
 Life expectancy for about half of those with ALS is three to four years from start of
diagnosis, but some can live 10 years or longer - Prof Stephen Hawking (pictured) has
had ALS for 51 years
 But there has been cynicism, particularly about the fundraising element. It's been
pointed out that just one cause is benefiting for the most part.And some argue that
donations from ordinary people may result in them reducing their giving to other
causes.

 In other words, our mental budget for charity is finite.
 And not everyone donates. In several versions of the challenge, if someone goes under
the ice bucket they do not have to donate. Or they make a lesser donation if the
challenge is accepted, and the full $100 only if they refuse the challenge, as Barack
Obama and some others have.
 And what about the millionaires and even billionaires who have been at the forefront of
the craze? Should Mark Zuckerberg, Jeff Bezos and Bill Gates - who all have wealth
measured in the billions - still be giving just $100. They have in most cases not made
public their donations. Charlie Sheen is a notable example of a celebrity who has - he
donated $10,000.
 There has been criticism. Daily Telegraph journalist Willard Foxton described the
challenge as "a middle-class wet T-shirt contest for armchair clicktivists". Bloomberg
writer Leonid Bershidsky called it a "narcissist's bonanza".

 But while the nature of the celebrity involvement can sometimes lead to raised
eyebrows, most have not questioned the wider merits of the cause.
 MND for 10 years now and for anyone affected by this disease the ice bucket challenge
has been the most wonderful phenomenon," says Euan MacDonald, the founder of
Euan's Guide, a website that features information and reviews about disabled access
around the UK.
 "It is rare for MND to get this much support and I can only be grateful to those who have
taken part. Selfies and social media being used for charitable causes are no bad thing. It
is worth looking at the ends not the means and for people facing this brutal disease it
has given a bit more hope and a spring in our step."
 It has comfortably been the quickest spreading charity phenomenon on social media.
That spread has been so quick that finding the genesis of the challenge is not easy.

 Some believe it grew out of a similar "Cold Water Challenge" in North America from last
year. And it has been widely reported that a golfer in Florida was the first to undertake
the challenge and link it to ALS, on 15 July this year. On 12 August Justin Timberlake's
challenge appears to have been a major driver.
 "No one at ALS or MND sat down and planned this, it wasn't their idea, it's something
that has happened to them because of social media and the internet", says Joe Saxton,
director of not for profit communications company Nfpsynergy and the former chair of
the Institute of Fundraising.
 "Social media is extraordinarily powerful for charities but it's not something they can
particularly control - campaigns like this are always a bonus."
 It's not without precedent in the organic nature of its growth.
 In March, #nomakeupselfie saw women posting barefaced pictures of themselves online
while also donating to charity. Cancer Research UK, which did not start the campaign,
raised £8m in six days and had 221,488 mentions on Twitter.

 "Social media is about friends talking to friends," adds Saxton. "It's become a really
important part of running a charity and fundraising.
 "Not everyone is going to donate - that's a shame. Not everyone who did donate will
donate again, that's to be expected. But the huge amount of extra money and publicity
means it's the charities that are benefiting."
 The ice bucket challenge may soon have run its course, but the lesson it provides about
the nature of 21st Century charity will live on.
 the ALS Association, to research the motor neurone disease amyotrophic lateral
sclerosis. In Britain, the money goes to Macmillan Cancer Support.

History
Origins
 The origins of the idea of dumping cold water on one's head TO RAISE MONEY for
charity are unclear and have been attributed to multiple sources.[
 The most commonly accepted origin credits Pete Frates, a Boston College student who
was diagnosed with ALS in March 2012.
 Pat Quinn, a friend of Frates who was diagnosed with ALS in 2013, is also credited with
creating the challenge
 From mid-2013 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.
 The task usually involved the option of either donating money to cancer research or
having to jump into cold water.

 According to the Wall Street Journal, the Ice Bucket Challenge was begun by
professional golfers as means to support various pet charities.
 One version of the challenge, which took place in Salem, Indiana as early as May 15, 2014,
involved dousing participants with cold water and then donating to a charity, for
example a local child diagnosed with an inoperable brain tumor.
 In another version, the Auckland Division of the Cancer Society of New Zealand was the
beneficiary. As with similar challenges, it was usually filmed so footage can be shared
online.
 The National Fallen Firefighters Foundation popularized the "Cold Water Challenge" in
early 2014 to raise funds as an unsanctioned spin-off of the polar plunge most widely
used by Special Olympics as a fundraiser.
 On May 20, 2014, the Washington Township, New Jersey fire department posted a video
on YouTube participating in the "Cold Water Challenge" with fire hoses. Participating
members of the department were subsequently punished for using fire department
equipment without permission.

Shifting focus to ALS
 The challenge first received increased the media attention in the United States on June
30, 2014, when personalities of the program Morning Drive, which airs weekdays on Golf
Channel, televised the social-media phenomenon, and performed a live, on-air Ice
Bucket Challenge.
 Soon after, the challenge was brought to mainstream audiences when television
anchor Matt Lauer did the Ice Bucket Challenge on July 15, 2014 on NBC's The Today
Show atGreg Norman's 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.[23]Participants would
donate to a charity of their choice.[23]

The Challenge's success
 The Ice Bucket Challenge has been a successful campaign. Its combination of
competitiveness, social media narcissism, and low barriers to entry have led to more
than 2.4 million tagged videos circulating Facebook.
 Even though 40-50% of the new donors are likely to make one-time gifts only
 the Challenge instigated large numbers of people, videos, and donations. The challenge
also benefits 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 are often entertaining. Some celebrities have indulged in
longer videos to name-drop, show off their vacations, their homes, their humility, and
some even advocate for their own organizations.

Impact
 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.
 Prior to the challenge, public awareness of the disease amyotrophic lateral
sclerosis (ALS) was relatively limited; the ALS Association stated that prior to the
challenge going viral only half of Americans had heard of the disease,often referred to as
"Lou Gehrig's disease", after the famous baseball player Lou Gehrig, who publicly
revealed his diagnosis in 1939

 After the Ice Bucket Challenge went viral on social media, public awareness and
charitable donations to ALS charities soared. Hits to the English Wikipedia's article on
amyotrophic lateral sclerosis grew from an average of 163,300 views per month to 2.89
million views in August 2014, and similar increases occurred in
the Spanish and GermanWikipedias.
 Within weeks of the challenge going viral, The New York Times reported that the ALS
Association had received $41.8 million in donations from July 29 until August 21. More
than 739,000 new donors have given money to the association, which is more than
double the $19.4 million the association received during the year that ended January 31,
2013.
 On August 29, the ALS Association announced that their total donations since July 29
had exceeded $100 million.[50] The ALS Association is just one of several ALS-related
charities that have benefited from the challenge:

Organization
Additional funding
reported
ALS Association $100m
Motor Neurone Disease Association £7m
ALS Therapy Development Institute $3m
ALS Foundation Netherlands €1m
Project ALS $500k

 While the Ice Bucket Challenge has raised much in donations, studies show that the
majority of participants do not actually donate
 In the UK, one in every six people has participated, but only ten percent of the
participants have donated, according to the Charities Aid Foundation.
 The percentage is higher in the US, but the majority still do not donate.
 Several other challenges have been created and publicised as a result of the publicity of
the Ice Bucket Challenge.
 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. 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 popularised 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.

Criticism
 A number of criticisms have arisen 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".However, it was retracted amid criticism a day
later.

Importance of
the cause
 William MacAskill, Vice-President of Giving What We Can, an organization that
advocates for people to engage in more effective altruism, was critical of the Ice Bucket
Challenge, citing two chief objections.
 First, he argued that the Ice Bucket Challenge resulted in "funding cannibalism": "for
every $1 we raise, 50¢ would have been donated anyway"
 Relatedly, MacAskill argued that the challenge encouraged moral licensing, whereby
people who engage in one act they consider good may feel more licensed to engage in
bad behavior.
 MacAskill's piece met with considerable critical pushback, and he published a follow-up
a few days later suggesting an Ice Bucket Challenge for causes he considered more
important and cost-effective to support.

 Citing research from GiveWell, MacAskill gave the example of donating to the Against
Malaria Foundation to endmalaria.
 Belluz noted that funding for diseases was often not proportional to the number of
deaths caused by the diseases.
 She also noted that donating to developing world health causes could provide much
greater healthcare value than donating for the treatment of rare diseases, an observation
that is common in the effective altruism movement.
 In the BBC's More or Less podcast, economist Tim Harford discussed the Ice Bucket
Challenge and how to select the best charities, referencing work by GiveWell
 He himself participated in the Ice Bucket Challenge, donating to the Schistosomiasis
Control Initiative

Use of donated funds
 Retired professional wrestler Lance Storm declined the challenge despite being
nominated twice, and posted a note on his official website stating that most of the
money that is donated goes towards promotional and advertising of the ALS Association
while the remaining amount (at most 25% of what is donated) "is going into the pockets
of Big Pharma", which is already doing ALS research and is therefore inflating their
already-high profits
 Storm went on to comment that it would be better to actually help someone with ALS
and donate money directly to ALS patients
 The ALS Association responded to similar criticisms by saying that 79% of their annual
budget went toward programs in the past year.
 Members of the pro-life movement, such as Lila Rose of Live Action, criticised donations
to the ALS Association, because it uses embryonic stem cells in its ALS research.

 Related organisations such as the Family Research Council suggested that people
participating in the Ice Bucket Challenge instead donate money to Midwest Stem Cell
Therapy Center, Mayo Clinic, and the John Paul II Medical Research Institute, all three
of which run clinical trials with adult stem cells, rather than embryonic ones.
 The Archdiocese of Cincinnati, with its 113 schools also recommended individuals
participating in the Ice Bucket Challenge to donate to such groups, but not to the ALS
Association "saying the group's funding of embryonic stem cell research is 'in direct
conflict with Catholic teaching'."
 PETA criticized the ALS Association’s Ice Bucket Challenge, saying that money raised
through the fundraiser would be used to fund “archaic and painful tests on animals.”
 among other celebrities, also criticized the ALS Association’s fundraiser for its support of
animal testing

Health risks
 On August 22, 2014, Dr. Brian O'Neill, a physician at the Detroit Medical Center, warned
that the challenge may have adverse health effects on participants, including potentially
inducing a vagal response which might, for example, lead to unconsciousness in people
taking blood pressure medications.
 A number of participants have sustained injuries, and at least two deaths have been
linked to the challenge,with another thought to be from a variation on the challenge,
jumping feet first into water
Misuse of water
 Criticism has also targeted the waste of water, especially in California, due to that
region's ongoing drought.

Sexuality in the Challenge
 Social media, as inherently self-advertising, encourages the videos in the Ice Bucket
Challenge to have a performance-like quality.
 Celebrities and average citizens alike have increased their personal takes' popularity by
doing the challenge in interesting locations, with comical props, or in some cases, in
skimpy clothing.
 There are several lists of "The Sexiest Ice Bucket Challenges"and comparisons between it
and wet T-shirt contests.

Focus on the stunt rather than donations
 American stunt performer and TV personality Steve-O questioned the campaign,
suggesting that celebrities' videos generally forgot to share donation information for ALS
charities, and that the initial $15 million in funds was insignificant, given the star power
of the celebrities participating.
 He noted that, of the videos he viewed, only Charlie Sheenand Bill Gates mentioned
that the point is to donate money. A similar criticism was made by Jacob Davidson
in Time Magazine and by Arielle Pardes in Vice.

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