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ALS Ice Bucket Challenge Shows Power of Community Engagement

By Regina Bethencourt

Since the ALS Association launched their ice bucket challenge in June, they have earned more than 1.2 million video posts on Facebook and 2.2 million Twitter mentions. According to The New York Times, the association said it has already received $13.3 million in donations, compared with $1.7 million during the same period last year. The proceeds go to support awareness and research for amyotrophic lateral sclerosis, commonly known as Lou Gehrig?s disease.

This campaign flawlessly uses social media to give people a chance to give back. Participants assume ownership of the campaign and their collective reach is more powerful than any traditional advertising.

We are so inspired by ALS and its brilliant appeal for public support. This video of Carrie Underwood and Mike Fisher is just one of many examples of the trend. It?s a great lesson for all of us in the marketing and communications space to keep the greater good of the community as the purpose and driving force behind everything we do.

It is always important to engage the community in your outreach efforts and equally crucial to find your voice among supporters. 


Regina Bethencourt is an Account Executive at Van Eperen & Company. Connect with her by email rconley@veandco.com, or LinkedIn.


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