I didn’t pay much attention to the ALS Ice Bucket Challenge. I was busy with my pet rock who was wearingneon and crocs, eating a cronut, listening to Emo while taking a Selfieof himself solving a Rubik’s Cubehula hoopingGangham Style in his zoot suit.

A Fad for a good cause is still a fad, but if dumping a literal bucket of cold water on people’s heads is what it takes to wake people up and care, so be it.
Charities have to do some fancy Cause Marketing to get people’s attention. People take Selfies and videos of themselves all day anyway, why not do it to raise money?
Though this started as the Cold Water Challenge for cancer, daring people for charity caught on for ALS in a big way. Now it’s the celebrity cause du jour.
What’s
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