- The ice bucket challenge — a digital viral hit that encourages people to post a video pouring ice water on themselves or donate $100 to ALS research— has actually done some good despite criticism.
- Some have criticized the viral movement as a form of "clicktivism" in that it shows the good will of the participants rather than actually raise any awareness or funding.
- According to research from Time, the stunt has raised over $2.3 million since July 29, including $1 million over just the past week. Marketing tech firm Amobee said keywords for ALS have skyrocketed and the majority of mentions don't include the ice bucket challenge.
On the surface it can seem like a self-serving move to post a video rather than just donate money to a cause, but the data shows the movement is working. And having high profile celebrities like Jimmy Fallon and Kate Mara behind the cause could definitely have helped it gain traction