A recent Forbes article poses the question-and-answer: "Think The ALS Ice Bucket Challenge Is Stupid? You're Wrong".
The Ice Bucket Challenge is one of the modern era's greater marketing coups: a social media-based campaign to raise awareness and funds for amyotrophic lateral sclerosis (ALS), a fatal neurodegenerative disease. The premise is that you either donate money to ALS charities or have a bucket of ice water dumped over your head; some people do both. The dumping is filmed and videos are posted on the internet, while their soaked protagonists nominate others to accept the challenge.
The operation has been celebrity-heavy, drenching the likes of US business magnate Bill Gates and Brazilian supermodel Adriana Lima. According to Forbes, the Ice Bucket Challenge "is awesome" and criticisms of it are unfounded, because what ultimately matters is the monetary accumulation (over $100mwas donated in 30 days).
The article concludes that "the people trying to throw cold water on the Ice Bucket Challenge "simply need to warm the icy cockles of their own hearts" - although the predicate of the sentence has been crossed out and replaced with the tamer suggestion that critics "should stop".
An examination of various aspects of the campaign, however, reveals it doesn't exactly merit cockle-warming. READ MORE AT AL JAZEERA.