The Ice Bucket Challenge…

Have you been challenged yet?

Ok…I have to say the Mom in me says…”if your friends were jumping off a bridge would you too”?

The Neuropsychologist in me says “this peer pressure is catering to our anterior cingulate system, the competitive part of our brain!”

The Business woman in me says “WOW, I wish I could have come up with a marketing plan that could have created this much of a ‘splash’ in my business!”

and the wife in me says…” Let’s let the husband get wet and I donate money ” 🙂


What other marketing launch has been this successful?  $70 Million dollars (as of today) for a condition that most people truly have no idea, what ALS stands for… Now, don’t get me wrong, I am all for donating to charities!  I used to watch the Jerry Lewis Telethon and beg my parents to please donate, as this fundraising campaign was one of the first to catch the attention of the populace.

So what is ALS?  “Amyotrophic lateral sclerosis (ALS), often referred to as “Lou Gehrig’s Disease,” is a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord. Motor neurons reach from the brain to the spinal cord and from the spinal cord to the muscles throughout the body. The progressive degeneration of the motor neurons in ALS eventually leads to their death. When the motor neurons die, the ability of the brain to initiate and control muscle movement is lost. With voluntary muscle action progressively affected, patients in the later stages of the disease may become totally paralyzed.”


  • ALS is not contagious.
  • It is estimated that ALS is responsible for nearly two deaths per hundred thousand population annually.
  • Approximately 5,600 people in the U.S. are diagnosed with ALS each year. The incidence of ALS is two per 100,000 people, and it is estimated that as many as 30,000 Americans may have the disease at any given time.
  • Although the life expectancy of an ALS patient averages about two to five years from the time of diagnosis, this disease is variable and many people live with quality for five years and more.  More than half of all patients live more than three years after diagnosis.
  • About twenty percent of people with ALS live five years or more and up to ten percent will survive more than ten years and five percent will live 20 years. There are people in whom ALS has stopped progressing and a small number of people in whom the symptoms of ALS reversed.
  • ALS occurs throughout the world with no racial, ethnic or socioeconomic boundaries.
  • ALS can strike anyone.
  • The onset of ALS is insidious with muscle weakness or stiffness as early symptoms. Progression of weakness, wasting and paralysis of the muscles of the limbs and trunk as well as those that control vital functions such as speech, swallowing and later breathing generally follows.

The Ice Challenge has reached loads of movie stars… such as Mel B on America’s Got Talent as she got soaked with ice before a show! Even the past Presidents are taking the challenge and combining forces to eliminate this disease…so what are you going to do, accept this peer pressure, marketing campaign and fall into the clutches of a viral project that plays on our competitive nature?

No matter what you decide ice or no ice…donate to the ALS organization so that these incredible scientists can hopefully eliminate this disease that is affecting so many!





I know your brain is generating a it here :)

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