Nearly a million people soaking themselves in ice cold water and sharing the video. Over $100 million raised. A global craze. A new phrase that enters the language. All the makings of a global case study.
The Ice Bucket Challenge was THE most talked about social phenomenon of 2014. Oh, I should have said “The ALS Ice Bucket Challenge”. Because like so many great 'cause' campaigns, sometimes the activity becomes more memorable than the reason. The ALS Ice Bucket Challenge was a tremendous success but would have been so much better if it meant a long-term major change in the state of ALS patients. Well today, 21 June, is ALS Day, and a chance to rethink and refocus for those of us interested in helping to end ALS.
With my partners at Significance Systems we undertook a simple piece of research using their artificial intelligence platform to look at what the was happening with the narratives around ALS, The Ice Bucket Challenge and The End ALS movement in Japan. The platform searches and reads all the content around the subject, defines the strongest content around the most important narratives, ranks those narratives and also measures the likely emotional response from the content. We asked the platform to report on those three narratives in Japan (in Japanese) and in the English-speaking world. You can access the report here.
Read more at: http://www.campaignasia.com/article/ice-bucket-memories-time-for-another-challenge/437464
As an ex-librarian Dave loves to leave references for further reading. Here are a selection of articles and posts you might find of interest.