The chilly challenge accepted ‘round the world has unleashed a tsunami of YouTube videos and millions of dollars for research of Lou Gehrig’s disease.
But even as everyone from former President George W. Bush to pop singer Britney Spears issues their own ALS ice bucket challenge, the question on many minds is: What happens after the ice melts and attention is focused on the next viral cause?
“This has taken on a whole new life of its own,” said Gene Tempel, founding dean of the Indiana University Lilly Family School of Philanthropy. “This is probably the single largest event using social media to raise money. It is just unbelievable, and of course, the [ALS Association] is trying to figure out how to respond to that.”