Facebook users around the globe are uploading videos of themselves pouring buckets of ice over their heads to raise awareness and money for Motor Neurone Disease.
The Ice Bucket Challenge originated in America and has gone viral, becoming a pop culture phenomenon in the Northern hemisphere.
There is no effective treatment, cure or proper understanding of Motor Neurone Disease. Effectively, MND is caused when the neurones that help our body function degenerate and die. The average life expectancy is between two and three years from diagnosis.
The rules of the challenge are simple. Once nominated to participate you must pour a bucket of ice over your head or donate $100 dollars to MND Australia (or ALS if you’re in America). When completed, you are entitled to challenge three others to do the same.
Patrick Cunningham, the Melbourne-based founder of Laugh to Cure MND, has worked to raise awareness and promote the cause in Australia. His wife Angie has Motor Neurone Disease.
Andy Gowers, Angie’s brother-in-law, is running the New York Marathon in November to raise awareness and funds for the Laugh to Cure MND campaign. He is pleased by the sudden recent boost in awareness of the issue.
“I’m not exaggerating [when I say that] this time last week we were thinking about ways that we could promote the cause, build awareness and raise funds,” Mr Gowers said.
After seeing videos on YouTube of the ALS Ice Bucket challenge in America, Mr Cunningham challenged Channel Seven Game Day host and friend Hamish McLaughlin.
Mr McLaughlin fulfilled the challenge on his show, which broadcast on Sunday night. He then challenged the AFL executive.
The chain effect continued and, at the time of writing, the Cunninghams are meeting with the Australian Prime Minister, Tony Abbott, who was challenged on Thursday.
The public nature of Facebook married with online charity challenges has once again proven to be the quickest form of increased viral exposure. It has become one of the most successful viral campaigns on Facebook.
There will be a world record Ice Bucket Pouring attempt at 5.30pm tomorrow (Friday) at Etihad Stadium.
To find out more, to donate or to register for the world record attempt, visit www.laughtocuremnd.com
