An ALS social media campaign gone viral may have support from the likes of Justin Timberlake, Lady Gaga and Mark Zuckerberg, but the ice bucket challenge is not without its critics.
The challenge originally involved a choice between dumping a bucket of ice water on yourself or donating 1 hundred dollars to ALS research, when nominated.
Concerns have since mounted that the campaign produced a series of comedic videos with no real impact on donations or awareness.
McMaster Professor of Communications Alex Sevigny says he sees the campaign as a success because it has generated a sense of affinity around the cause.
The ALS Association reported earlier this week that the challenge has helped generate $15.6 million dollars in donations from more than 300 thousand new donors.