Unless you were awol from all social media last summer, you can hardly have escaped witnessing the viral phenomenon that was the Ice Bucket Challenge.
Motor Neurone Dystrophy, as it is known in the UK or Amyotrophic Lateral Sclerosis/Lou Gehrig’s Disease as it is known in the States is a devastating condition which, prior to the Ice Bucket Challenge, received very little attention. The ALS association state that prior to last summer less than 50% of Americans had heard of the condition. By the end of the summer they had recieved more than $100 million in donations. Donations to the MNDA in the UK eclipsed £7 million.
The premise was a simple one: once nominated you have 24 hours within which to make a donation in aid of ALS/MND, or you must receive a bucket of ice and water…over your head. Once your participation, be it financial or chilling, was completed you in turn nominated three tributes to face the challenge themselves. The challenge grew increasing momentum with celebrities, athletes, politicians and civilians posting their videos online and making their nominations, and the money came pouring in.
Now here at Phoenix Rising we do not shy away from good causes. When three of our intrepid members were nominated for the Ice Bucket Challenge, it was an easy decision to make. We donated.
Oh, and faced the Ice Bucket as well, for good measure.