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CAUSE MARKETING : The ice Bucket Challenge and the promise - and the…
CAUSE MARKETING : The ice Bucket Challenge and the promise - and the pitfalls - of viral charity
Concept
Ice Bucket Challenge
Donation
Amyothrophic lateral sclerosis (ALS)
Celebrities
Earnings
2.4 millions videos
115 million dollars
Case study : more mooney than expected ? What to do ?
Uses
Equipment for ALS patients
80 million dollars to research
Not so much : 2 billion drug development
Problem ?
Where did the money go ?
Much money not always a blessing
More money = new programs to be created = pressure = not necessarily welll done
More money /=/ more good effect
Better to donate regularly than to a big viral event