FACE TO FACE: Is the ALS ice bucket challenge a worthy cause or worthy of ridicule?
A disconcerting pattern has developed on social media: a "build it up to knock it down" culture.
Something goes from popular to viral and, then, at some point, mainstream media picks it up taking its status to a whole other level.
Then, invariably, the haters come out and put a damper on the whole phenomenon.
Such is the case with the ALS ice bucket challenge.
Unless you've been living under a rock for the past month, you know that the ice bucket challenge involves participants pouring a bucket of ice water on their heads to promote awareness of amyotrophic lateral sclerosis (also known as Lou Gehrig's disease) - a motor neuron disease that affects almost 3,000 Canadians - and encourage donations for its research. Participants are encouraged to post a video of the episode on social media and challenge their friends and colleagues to do the same.
The campaign has been an amazing success. Donations to the ALS Association in the United States have now topped $100 million, a 3,500% increase from last year. ALS Canada has raised almost $12 million with the campaign.
How great is that?
But now, a bunch negative ninnies on social media are trying discredit this fundraising sensation. Some of the criticisms are mind-boggling.
There are some who say that the campaign encourages wastefulness of water. Perhaps these people should compare a bucket of water to how much the average Canadians uses to take a shower, to wash a car or to water a garden.
The other main complaint is that ALS associations are taking funds away from other charities that are just as worthwhile such as the Canadian Cancer Society or the Diabetes Association. While that may be the case, the onus should be on these other organizations to get creative with their own fundraising campaigns - competition breeds innovation.
Regardless, I have no doubt the ALS ice bucket challenge will be the subject of case studies for university marketing majors throughout the western world. More importantly, it will help thousands of people who suffer from ALS. It might even help find a cure.
The bottom line is that the campaign should be celebrated, not denigrated.
Andy Radia is a Coquitlam resident and political columnist who writes for Yahoo! Canada News and Vancouver View Magazine. He has been politically active in the Tri-Cities, having been involved with election campaigns at all three levels of government, including running for Coquitlam city council in 2005.
