Perhaps the most famous awareness campaign of the last decade, the ALS Ice Bucket Challenge, was viral and raised $115 million. Yet, its longevity is debated. It was driven by social pressure and spectacle, not necessarily understanding the disease. In contrast, the ongoing campaigns led by ALS survivors like Pat Quinn (co-founder of the challenge) and Brian Wallach (the subject of the documentary For Love & Life ) have driven more sustainable change. Their personal blogs and speaking tours, detailing the daily reality of losing motor function, have turned donors into lifelong advocates. This proves that while virality fills the bucket, fill the soul.
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However, the mechanics of mass media have created a dark filter. To go viral, a story must be palatable. To be fundraised off, a story must be tragic but neat. Perhaps the most famous awareness campaign of the