Ice Bucket Challenge
The Ice Bucket Challenge, sometimes called the ALS Ice Bucket Challenge, is an activity involving the pouring of a bucket of ice water over a person's head, either by another person or self-administered, to promote awareness of the disease amyotrophic lateral sclerosis and encourage donations to research. The challenge was co-founded by Pat Quinn and Pete Frates; it went viral on social media during July–August 2014. In the United States, many people participated for the ALS Association, and in the United Kingdom, many people participated for the Motor Neurone Disease Association, although some individuals opted to donate their money from the Ice Bucket Challenge to other organizations.
The challenge encourages nominated participants to be filmed having a bucket of ice water poured on their heads and then nominating others to do the same. A common stipulation is that nominated participants have 24 hours to comply or forfeit by way of a charitable financial donation, though doing both was encouraged.
On August 1, 2015, a group of ALS organizations in the United States, including the ALS Association, Les Turner ALS Foundation, and ALS Therapy Development Institute, re-introduced the Ice Bucket Challenge for 2015 to raise further funds with the intention of establishing it as an annual occurrence. It failed to raise the same viral attention as the original event, which raised over $115m worldwide for the disease in 2014 alone. However some people—including celebrities and various government officials around the world—have followed through with the intention of a yearly event by continuing to perform the challenge again each subsequent summer.
History
Predecessors
From 1991 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 and Northern Norway. The task usually involved the option of either donating money to cancer research or having to jump into cold water. In Norway the penalty for refusal could also be having to purchase alcoholic drinks for others. 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.
Soon after, the challenge was brought to mainstream audiences when television anchor Matt Lauer did what was called "the Ice Bucket Challenge" on July 15, 2014, on NBC's The Today Show at Greg Norman's challenge. Lauer was raising money for the Hospice of Palm Beach County.
Shifting focus to ALS
In the Summer 2015 edition of the ALS Association's internet magazine "Visions" was an article in which it was asserted that "it all started in Florida with a golfer named Chris Kennedy. When Kennedy took the challenge in mid-July last year, the then little-known stunt was not tied to a specific charity. Kennedy thought taking the challenge might bring some cheer to a family member with ALS, Anthony Senerchia." Next, Kennedy nominated Senerchia's wife. Soon, news of the stunt traveled to Pat Quinn, of Yonkers, NY, according to "Visions". Within two weeks, word then reached Quinn's friend Pete Frates and he took the challenge, making him the fourth person to complete the challenge for ALS. During a Boston TV interview on September 2, 2019, Frates' father implied that his family knew so much about the disease, that "he felt like he was the Nostradamus of ALS".The challenge first received increased media attention in the United States on June 30, 2014, when personalities of the Golf Channel program Morning Drive televised the social-media phenomenon, and performed a live, on-air Ice Bucket 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. Participants would donate to a charity of their choice.
Pat Quinn, who was friends on Facebook with the Senerchias, encouraged his friends to take the challenge, and soon after, Pete Frates began posting about the challenge on Twitter. Frates was awarded the Stephen Heywood Patients Today Award in 2012 for his fundraising and advocacy work. Frates' Boston College and sporting connections became an initial focus of the challenge and strengthened its focus on ALS. Both Quinn and Frates did the challenge in support of the ALS Therapy Development Institute. After its initial start with Pete Frates, a minor league baseball player diagnosed with the disease in 2012, the movement went viral in the Boston area which showed a much higher number of posts than any other area of the United States.
In his video, Stephen Hawking declined to perform the challenge due to pneumonia the year before; however, his three children took the challenge for him.
The President of the United States, Barack Obama, was challenged by Ethel Kennedy as well as by businessman and future successor to the presidency Donald Trump but declined, opting to contribute to the campaign with a donation of $100. Justin Bieber LeBron James, and "Weird Al" Yankovic also challenged President Obama after completing the Ice Bucket Challenge. Hirohiko Araki, creator of the manga series JoJo's Bizarre Adventure, created a YouTube channel and uploaded only one video, which was an Ice Bucket Challenge video. Former President George W. Bush completed the challenge and nominated fellow former President Bill Clinton. The Prime Minister of the United Kingdom, David Cameron, was challenged by both Alex Salmond and Russell Brand, but also declined in favor of a donation.
Peter Frates died on December 9, 2019, at his home in Beverly, Massachusetts, at the age of 34.
The challenge's success
The Ice Bucket Challenge raised over $220m worldwide. Its combination of competitiveness, social media pressure, online narcissism, and low barriers to entry led to more than 2.4 million tagged videos circulating Facebook. Even though 40–50% of the new donors were likely to make one-time gifts only, the challenge instigated large numbers of people, videos, and donations. The challenge also benefited 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 were often entertaining. The average participants kept their videos under a minute, requiring limited commitment from any viewers. Another concept the Challenge benefited from was its ripple effect, inspiring features for articles, such as The Guardians "10 More of the Best Celebrity Takes on the Ice Bucket Challenge." Despite its marketing success, critics suggested that the ease of repeating the challenge's spiel does not increase awareness of what the disease actually does and who it is so harmful to.The success of the challenge prompted the Muscular Dystrophy Association, which also raises funds to combat ALS, to discontinue its long-running annual telethon, the MDA Show of Strength, after the 2014 edition, stating that the Ice Bucket Challenge had prompted the MDA to reevaluate how it can connect with the public.
In 2017, Frates published a book about the Ice Bucket Challenge detailing his own experience with ALS as well as his involvement in the social movement. Half of the proceeds were to go to the Frates family.
Revivals
2015
On August 1, 2015, a group of ALS organizations in the United States, including the ALS Association, relaunched the Ice Bucket Challenge for 2015. The group said they intended to rerun the campaign "this August, and every August, until there's a cure." "We have to finish what started last summer: every August until there's a cure," said Barb Newhouse, President and CEO of the ALS Association.The 2015 campaign received the support of Major League Baseball, with each club due to organise its own branch of the Challenge and then nominate another franchise, along with two other local organizations or personalities, to participate in the Challenge. "We are so thrilled and grateful to have every Major League Baseball team supporting us this year," commented Frates.
Celebrity participants in the 2015 challenge included Massachusetts governor Charlie Baker who took the challenge while wearing a "Free Brady" T-shirt, Bieber once again, actor Hugh Jackman and actress Renee Zellweger who, in response to criticisms of the challenge for wasting water in drought conditions, used water from a drinking trough in a horse stables while standing in the trough to ensure every last drop was recycled back into its original source. President Barack Obama also received another nomination, this time by former New Orleans Saints player Steve Gleason. Republican presidential candidate Donald Trump, despite having done the challenge in 2014, turned down his 2015 nomination from Boston mayor Marty Walsh, labelling Walsh "a clown" and suggesting that Boston "get a new mayor."
In the UK, the MND Association declined to revive the challenge. "We felt we raised a significant amount of money and awareness last summer. While people might be keen to do it again, we wouldn't say please do it again," said Chris James, the Association's director of external affairs. Instead, the Association ran a "Last Summer" campaign commemorating the efforts of the public with the challenge, including the testimonies of those with ALS. Despite the reluctance of the MND Association, the cast of soap opera Hollyoaks nonetheless performed the challenge, nominating the cast of another soap, Casualty. Eddie Redmayne, having been nominated by Zellweger, also accepted the challenge for a second year, filming his video in London and nominating Charlie Cox, who did his 2015 challenge in New York. An attempt at the world record for the largest number of people simultaneously performing the challenge took place September 6, 2015, in Tewkesbury as part of a fundraiser for child bereavement charity Winton's Wish. In the event, the world record of 428 remained untouched but a new UK record of 248 people was set. TV presenter Eamonn Holmes performed the challenge in early October on This Morning after announcing he would do so while hosting the Pride of Britain Awards a few days earlier.
By early October, it was reported that the 2015 challenge had raised $500,000 as compared with the $115 million raised by the 2014 challenge. The final figure was reported by the ALS Association in mid-October as being $1,000,000, with a survey by health analysts Treato showing that only 14% of donors from 2014 donated again in 2015.