Critics pour cold water on the Ice Bucket Challenge: are they right?

The Ice Bucket Challenge has been called one of the most viral philanthropic social media campaigns in history. The campaign has raised the profile of the Amyotrophic Lateral Sclerosis (ALS). But some have questioned whether campaigns like this one should really be looked at in such a positive light. There is no disputing the public impact of the campaign. In the past few weeks the Ice Bucket Challenge a fundraising drive to support ALS research and patient services has spurred large-scale philanthropic activity. The New York Times reports that contributions totalled US$41.8 million between July 29 and August 21, attracting more than 739,000 new donors. This seems a welcome development. After all, ALS is a debilitating disease that affects a significant number of people throughout the world. Alleviating the suffering of people who have the disease is surely a worthwhile goal.