The American Diabetes Association is looking to follow in the footsteps of the #IceBucketChallenge that provided over $220 million in windfall donations for the ALS Society worldwide. The campaign is getting off to a good start with organic participation by Usher but it remains to be seen if it really gains the traction that the ADA is looking for.
As of Sunday (Oct. 2) afternoon it looked like the Usher spike had died down with a peak of 2,167 mentions. At this time it remains to be seen if the three high-profile individuals that Usher called out will take the challenge.
When looking at campaigns like this it is important to recognize that the #IceBucketChallenge was not initiated by the ALS Society, it was a spontaneous action by a number of people including Pat Quinn, an ALS sufferer.
We wish all the luck to the ADA but at this point it’s essentially random whether the hashtag spark dies out or creates a firestorm of social activity.
Source: BioPharma Dive
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