In 2014, the ALS Ice Bucket Challenge became a global phenomenon that successfully raised millions of dollars for Lou Gehrig's disease research. Since then, ALS Association reports that the money raised was helpful in funding the largest study of inherited ALS ever and successfully identified a breakthrough new "NEK1" gene.
Now, one Toronto, Canada-based marketing agency called 'Klick' is hoping to revive the challenge with a twist. Agency employees are now partaking in the #WhatsInYourBucket challenge, which is set up outside of its offices in the city's downtown. Rather than having ice water dumped on them, participants are able to choose a substance to be poured on them—including other unpleasant items like iced coffee, beer, sand, baby powder or glitter.
Each weekday in August, Klick is participating in the challenge and sharing videos of the #WhatsInYourBucket challenge to social media to raise awareness.
Key Themes Behind This Trend
- Revived Bucket Challenges
- Opportunity for businesses and organizations to revitalize fundraising campaigns by adding a unique twist to traditional challenges.
- Social Media Awareness
- Opportunity for businesses to utilize social media platforms to raise awareness for a cause or campaign through engaging videos and challenges.
- Breakthrough Research
- Opportunity for scientific research organizations to leverage successful fundraising campaigns to make significant advancements in their field of study.
Where This Applies
- Marketing
- Opportunity for marketing agencies to create innovative fundraising campaigns that capture public attention and participation.
- Hospitality
- Opportunity for hospitality establishments to collaborate with fundraising campaigns by offering their products or services as alternatives to the traditional ice bucket challenge.
- Research
- Opportunity for research institutions to fund and conduct extensive studies by leveraging successful fundraising campaigns in the public eye.
