ALS League: The Ice Bucket Challenge

This case study describes how ALS League, a US non-profit with the purpose of raising awareness for the neurodegenerative disease, created a viral social challenge that drove donations to the ultimate cause of the campaign: research towards its cure.

ALS League: The Ice Bucket Challenge

Agency: The ALS Association Advertising Agency

Campaign Summary

This case study by the ALS League to increase awareness for ALS, an incapacitating Amyotrophic lateral sclerosis (ALS) an incapacitating, progressive neurodegenerative disease, is the ultimate in social media virality, as over 440 million people viewed the videos with no media spend whatsoever.

  • The social media-powered video challenge, where participants pour a bucket of ice water on their heads and dare others to donate — topped $100 million in a month for ALS research and raised awareness of the disease.
  • The user-generated videos, fun and engaging,...

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