As of August 20, 2014, the ALS Association had raised a total of US$31.5 million in donations, according to the organisation’s official website. The non-profit, which assists those with Amyotrophic lateral sclerosis (ALS) — a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord — had only raised US$1.9 million the same time last year.
What happened? Well, the ALS Ice Bucket Challenge came to life. Pour a bucket full of ice and water over your head or donate a sum of money to the good cause, or both! Then, challenge a few other people to go forward with this viral hit. Rinse and repeat.