The media is reaching saturation point in its coverage of the ice bucket challenge. But what has actually been achieved?
The format is simple – somebody has water, often full of ice cubes, dumped over their head. They then nominate people they know to undertake the same challenge.
There have been in excess of 2.4 million ice bucket-related videos posted on Facebook, and 28 million people have uploaded, commented on or liked ice bucket-related posts.
On image sharing website Instagram there have been 3.7 million videos uploaded with the hashtags #ALSicebucketchallenge and #icebucketchallenge. Justin Bieber’s has been the most popular – with about one million “likes”.
The stunt is typically intended to raise money and awareness for the Amyotrophic Lateral Sclerosis (ALS) Association. Its British equivalent, the Motor Neurone Disease Association, has also benefited.
From 29 July to 28 August this year ALS received $98.2m – compared with $2.7m donated during the same period last year.
Pre-ice bucket, the MND Association would receive on average £200,000 a week in donations. From 22 to 29 August, it received £2.7m. SEE MORE ON PAGE2