Is the "Ice Bucket Challenge" really raising awareness for ALS?

Alberta NDP leader Brian Mason, dumps ice water on Alberta Premier Dave Hancock as part of the ALS ice bucket challenge after Hancock provided an update on the government's response to recommendations in the Auditor General's Special Duty Report on the Expenses of the Office of Premier Redford and Alberta's Air Transportation Services Program, in Edmonton on Tuesday, Aug. 19, 2014. (Jason Franson / THE CANADIAN PRESS)

You’ve no doubt seen the videos on Facebook, Instagram, and even on the nightly news. The so-called “Ice Bucket Challenge” is attempting to raise awareness about ALS by having people nominate friends or family to dump a bucket of ice water over their heads, or forfeit within 24 hours by making a donation to fund ALS research.  While not all participants are making donations, there is no question that the campaign has been successful. So far in Canada alone, $1.4 million has been raised, with at least $20,000 raised in Alberta, but is the campaign really raising awareness about the deadly disease?

The ALS Society of Alberta says it is making a difference.

“The connections to our Facebook page and to our webpage have multiplied by about 100% since this time last year.” Cathy Martin of the ALS Society of Alberta said Thursday. “We are encouraging people to do both.  It's really fun to actually get people to pay you to dump a bucket of ice water over your head, and donate that money, and that's what's been happening. It's been very successful.”

But Shirley Steinberg, a youth studies professor at the U of C says the challenge is primarily about self-indulgence and narcissism.

This is about this need to have acknowledgement at all times.” Steinberg said. “Jumping on the bandwagon and still not really knowing what ALS is. I'm glad they've raised money but I think the larger question is do we have to do shenanigans and be made fools of in order to donate money?”

Public relations expert Colin Babiuk says that any awareness or funds raised makes the campaign a success. He says the ease of the Ice Bucket Challenge makes it even more likely to succeed.

“It's something that people resonate with, it's something that's easy to do, it's a fairly safe challenge.”

But even Babiuk says that while the funds may be there, the awareness is still lacking.

“Has it been effective? It's raising money. On the other hand, is it raising awareness of the disorder itself? You would think that people would be more aware of what ALS is. It's not always the case though.”

At the end of the day, the ALS Society is happy that the neuro-muscular disease is now a topic of conversation.

“Even if people aren't fully aware and there are young people that are doing the challenge, at some point, they will know that it's connected to ALS. and will find out a little bit more about it.” Martin said.

With files from Bill Fortier.