ALS Association / USA / 2014Social · PR Stunts
The Ice Bucket Challenge.
A viral social challenge where people filmed themselves getting doused in ice water and nominated friends, raising money and awareness for ALS.
- Brand
- ALS Association
- Market
- USA
- Region
- Global
- Year
- 2014
The challenge
ALS was a little-known disease with limited research funding.
The idea
Participants poured ice water over their heads on camera and challenged others to do the same within 24 hours or donate, with many doing both. Celebrities joined in and the chain spread worldwide over summer 2014 without any agency behind it.
Results
- More than $115 million raised for ALS worldwide in 2014
- Over 1.2 million videos shared
- 739,000 new donors for the ALS Association within weeks
Case study source: Activation Ideas Source ↗
