To those of you doing the ALS ice bucket challenge, I applaud you. It's quite a clever idea, especially for a summertime activism/awareness campaign. The most effective of these campaigns make something trendy in order for it to spread farther faster. It works a hell of a lot better than guilt-tripping or shock value. It requires donors to participate in a way that's more active than sharing a status. Take the challenge, donate some money, share, post, challenge others. Most people -- judging by the admittedly limited sources of my Facebook and twitter feed -- seem to enjoy taking part in a big cause in a small way. Then there are those who scoff at it as "slacktivism" and refuse to participate. Opposite the "too cool for this" group are the few people who appear to believe that dumping a bucket of ice water on one's head makes them an expert on ALS and is the most important thing they'll ever do to help the ALS cause -- whether they donate or n...
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