If you grab a hold of anyone, literally anyone right now and ask them ‘What’s the biggest social media syndrome these days?’, it would probably be guaranteed that they will answer: “The ALS Ice Bucket Challenge”. With the self-explanatory title, the ‘viral’ quality of putting something that can be interpreted as fun – more like downright hilarious in some cases – on video and posting it on social networking sites, and ‘nominating’ the next three people to either donate or go through the same ordeal, this campaign has probably had the most success in the least amount of time, and the most recognition out of the most recent funding events.
A brief explanation about the event (although I’m sure everyone knows about this already but just to make it a well-organized post): ALS(Amyotrophic Lateral Sclerosis), more commonly referred to as Lou Gherig’s disease in certain countries. One of its most well-known victims is the scientist Stephen Hawking, and as we see in his case, reduced to a helpless state on a wheelchair that will only get you so far (even if it didn’t – much to the great relief of the scientific community – affect his ability to come up with genius scientific theories), ALS is a neurodegenerative disease that will most commonly lead to loss of control in the muscles, and eventually an early death (in most cases). The ice bucket challenge was coined from a previous awareness campaign that based itself on cancer research – once you are nominated by someone, you either donate 100$ to the ALS foundation or douse yourself in a bucket of ice water, nominating another three people in the process.
It is simple, it is (ironically enough) fun, and it is effective.
Of course, as all events are, it is not without its points to criticize. Many people have pointed out the fact that this is something that we’re supposed to approach with sincerity and not as a joke. The amount of water put to waste by all the people dumping buckets of it on their heads are also an unrecorded, but nonetheless severe consequence of the event. More practical concerns include the fact that the concentration of attention and donations to a single community out of the sheer millions of medical conditions – out of which ALS is far from the only one that needs more attention and more donations -, the sustainability of the donations, the effectiveness considering the usage of the money donated – there are many points to reconsider, and while it is obvious that the intentions of the campaign are admirable, the consequences and worries which it brings to mind are also not to be ignored.
Some concerns are easily discarded – for example, people are worried that the viral factor of the challenge, the ice bucket part, distracts people from fully understanding that this is a very severe problem and thus requires our very serious attentions. However – and it must be noted that this is merely a personal opinion – those people, I think, are taking things far too seriously. I’ve seen people on facebook practically condemning others for having laughed, for having not kept a straight face while they were doused in water. The Korean media – who loves to make things look as if they are better and more important than they are – even came up with the idea that the ice bucket factor was there so that participants would be able to ‘feel the pain of muscle contractions that the ALS patients go through daily’. Other than the fact that this is completely false (the ice bucket factor was coined from a cancer donation campaign that preceeded this one, not even to mention the fact that the pain of ALS is not something as light to be compared with merely a bucket of cold water), I think people are overlooking the fact that this is a campaign to raise awareness out of all things. Oftentimes, commercials or other advertising methods also take the form of short, well delievered humor, because it is effective. The same goes to this occasion as well. To think that the method itself is devoid of the humor factor seems ironic to me. And if it helped – well, it certainly reached the intended goal of awareness.
(This does bring upon the question of whether or not the ends can justify the means, however. However, in this particular case, especially since the means aren’t malintentional but more along the lines of ignorance when it does come into play, my belief is that when such good comes out of it, the possible errors made from ignorance can, indeed, be justified)
Of course, other problems are not so easily ignored. The most serious of which being the sustainability of the donations, and its repercussions to the ALS community. The Ice Bucket Challenge, long-lasting and influential as it was for a simple social media syndrome, is essentially that: a syndrome. In other words, it is, by definition, meant to be a one-time event. The ideal outcome of this flow of events would have been the people influenced by the proceedings of this event to maintain a continued interest, and support, to the ALS community. However, it goes without saying that the maintenance of this level of attention and support is borderline impossible; and that fact might end up doing the ALS community more harm than the good that it did. One side of analysis is a simple observation of market economics: if the value for something, expressed in the forms of investments and the like, rises astronomically in a short period of time, the cooling off period might bring the value of the said commodity down to a level even lower than it had been before. Applied into this situation, it could mean that the donations and the level of interest, having peaked so suddenly, might drop back down to the near-ignorance levels of before or even worse; to become practically forgotten.
Another problem is that research or any form of investment made by the ALS community would end up being unsustainable; rendering them unable to utilize the precious donations in the ways it would help the most. Medical research is a tricky and complicated procedure; you never know what exactly you’ll be able to achieve. Even with the astronomical amount of donations happening right now, it will inevitably run out at some point, which, when the time comes to it, will open up significant complications.
But, despite all such reservations and depressing possibilities (and let me add once again that these were just personal opinions and predictions on my part), I still do support the ALS Ice Bucket Challenge. It raised donations that would otherwise have not been used to any constructive purpose, it has helped the ALS community itself immensely already, and will continue to do so in the future if coupled with the correct judgment on how to handle the donations. But I also dearly hope that the attention doesn’t dwindle too drastically once everything cools off, and that more people would become aware of the situations of minority medical conditions. The value of human life and dignity aren’t something to be decided by how profitable it could be; I hope that the Ice Bucket Challenge has also helped in refuting that particular status quo, as it has done for me and several others.
(on a completely unrelated note; Stephen Hawking has survived with ALS longer than any medical professional would have predicted – does that mean his status of Great Scientist and thus the subsequent amount of support might have possibly helped his survival? Or is it completely irrelevant? Something to think about, I guess)