Image Source: Flickr – Creative Commons: Zillow
The ice bucket challenge. Do those words bring a simile to your face as you remember countless videos and images of people taking buckets of ice and water and pouring it over their heads. Perhaps you took part in the challenge last August or maybe your social media feeds were simply inundated by videos and images from friends and celebrities that did take part.
#IceBucketChallenge is a prime example of how social media has revolutionized the media landscape and changed how public relations work. While the ice bucket challenge originated with a video shared by a man in Boston, it did not take long for the ALS Foundation to get on board and for the campaign to become an official fundraiser.
The ALS Foundation responded quickly, a crucial tool in utilizing social media and took advantage of the many avenues opened to them via social media which they used to get their message out and to make an impact.
The ice bucket challenge raised over $115 million for the ALS Foundation through grassroots social media donations. The campaign also educated the public about the rare and debilitating disease. Celebrities including Taylor Swift and Oprah Winfrey posted videos featuring their own versions of the challenge. All this contributed to the greatest outpouring of support that the cause has received. It further showed the importance of making a campaign that resonates with the public.