It is now mid-August and the thermometer topped 90 a few minutes ago. The air is still and it is almost tempting to go to the freezer, fill up a bucket with ice cubes and cold water and dump it over my head. It seems like this is the summer to do such things.
Before I am accused of making light of an extremely serious disease, I will acknowledge that amyotrophic lateral sclerosis or ALS is a devastating disease for which there is no cure. By any measure, it is a terrible disease. There are also many other diseases for which there are no cures – and we will get to them in a minute.
Someone in the PR department of the ALS Association expanded on a concept that started last summer as an attempt to raise funds for cancer. The ALS campaign sort of co-opted the campaign, and has challenged people throughout the world of the social media to take the “ice bucket challenge.” The ice bucket challenge requires a $100 donation before a video can be posted of someone getting a “bath.”
The campaign has gone viral and according to the Associated Press (August 19, 2014), more than $15.6 million has been collected in a period when usually about $1.8 million is collected.
According to the AP:
“On Facebook alone, more than 2.4 million ice bucket challenge videos have been posted, the company said Monday afternoon. More than 28 million people have uploaded, commented on or liked a challenge post on Facebook. The videos encourage people to donate money to the ALS Assn.”
Though there has been a lot of back-slapping and congratulatory messages, the campaign is not without its critics. I understand and appreciate both sides of the argument.
Delicate balance
Critics say that the campaign is little more than gimmickry; a fad or a passing summer’s micro-trend. I can see that. Some say that all of the participants in the challenge are basically having a good time and are participating just to be seen to show how cool (literally) they are. I see that point too.
On the other hand, ALS struggles for donations and the money is no small amount. Admittedly, $15.6 million for research and awareness (public relations) will cure almost nothing, but it is a good step.
However, I can’t quite escape the fact that hundreds of awful diseases go unfunded or poorly funded. None of the people with those diseases appear to be having a good time; whether malaria, AIDS, pancreatic cancer, dementia or you name it, they are also devastating. My mind races to next summer. What campaigns will competing diseases come out with? Will we Bungee for Beriberi or Dive for Diabetes or Sing Opera for Osteoporosis? Indeed one strong critique of the “Bucket” campaign is that it takes money from other campaigns. But who is to say?
Doing what we’re supposed to do
What I take from all of this is almost biblical. Actually it is biblical, but I don’t want anyone to get nervous!
What do we do when the spotlights go off? It is all well and good that many professional athletes, celebrities, tycoons and such are dumping ice water over their heads and forking over (presumably) $100 + but what about when no one is looking? What then?
From the AP news cited above, we know that an amazing 28 million people have commented in some form to the “Challenge.” How many of them are charitable? Or, are many of them simply commenting on their favorite basketball player dumping water on her/himself?
The other day I overheard two people commenting on the challenge.
One man said to the other: “Why can’t people just shut up and give?” The great religions teach us that the highest form of charity is anonymous.
I think that ethically, there’s something to all that. I pray that they find a cure for ALS. I also pray that there is an awakening across this nation where people give – whatever they can – because it is simply the right thing to do.
WHAT ARE YOUR THOUGHTS?