Harrowing PSA Depicts Life With ALS More Effectively Than Any Ice Bucket Challenge

MMB campaign puts a human face on the disease

Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .

Do you remember a viral craze called “the ice bucket challenge?”

It was truly a charity campaign for the social media age. Every celebrity, semi-celebrity and wannabe celebrity participated (including one Mark Zuckerberg). Most brands also found a way to join in the generous fun.

Yet, while the effort won two highly coveted Gold Lions at Cannes in 2015, some may ask, looking back, how much it served to educate the public about the topic at hand: ALS, also known as amyotrophic lateral sclerosis or Lou Gehrig’s Disease, for the Yankees star who first made it famous.

Only 2 percent of the approximately 17 million related videos in the ice bucket series led directly to a donation, according to advocacy group The ALS



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in