ABSTRACT
An activist organization announced on social media its plans to bring a celebrity to the corporate headquarters of a company it was attempting to protest. Ultimately the idea was rejected and so the activists were able to use video and photos from the event, and stories on their own blog for months afterward. In the summer of 2014, thanks to the ' Amyotrophic lateral sclerosis (ALS) Ice Bucket Challenge' digital media campaign, the disease was once again forefront in people's minds. The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, and then nominating others to do the same, all in an effort to raise ALS awareness. ALS charities benefitted in a big way. The donations not only came from existing donors; more than a million new people were inspired to give to the ALS Association.
