Page 1 – Hello, everyone.

The year was 2014 and social media was flooded with footage of
individuals doing the Ice Bucket Challenge. Although the challenge may appear silly to some, it
has raised millions of dollars for research and even more awareness. Our team is here to share
how it become a successful non-profit public relations narrative.

Page 2 – What's the ALS Ice Bucket Challenge? In case you missed it, here's the short version:

1. Make a video of yourself getting drenched with ice water.

2. Posts it on social media and challenges three others to do the same.

3. If a participant declines the challenge, he or she is invited to give to the ALS Foundation.
Many people, however, prefer to give as well as participate in the challenge.

The goal was to raise awareness and funding for ALS, a progressive neurological illness that robs
the brain of its capacity to govern muscular movement.

This is an ingenious effort to raise awareness for a crippling condition.

If you’re familiar with Professor Stephen Hawking then you’ll at least know how it affects the
human body because he has had it since he was 21 years old.

Page 3 – The Ice Bucket Challenge campaign had two key goals: to draw public attention to the
concerns of persons suffering with Amyotrophic Lateral Sclerosis (ALS) and to generate funds
for an ALS fund that would allow for further research into the condition. The project's aim was
to incorporate as many individuals as possible in the charitable movement. The campaign's
wide range of methods contributed to its enormous popularity. First and foremost, the time
was ideal: the promotion took place in June and August, when people eagerly participated in
the practice of submerging oneself in cold water. Encouraging stars to join was a great tactic.
When individuals watched their favorite celebrities, athletes, artists, and other role models
accept the challenge, their desire to participate in the campaign grew significantly.

Page 4 – Several reasons contributed to the ALS Bucket Challenge's success. To begin with, the
campaign had a well-thought-out plan and excellent methods. Managers were able to include
many individuals in the campaign and create public awareness of ALS issues thanks to the use
of effective concepts. The Ice Bucket Challenge was able to tailor its message to the audience
and earn a significant amount of money towards research into the condition and finding
solutions to alleviate people's suffering.

Page 5 – Number 1: In the instance of the ALS Bucket Challenge campaign, the two-way
symmetrical model was used. This form of public relations is regarded as an excellent method
of enhancing the company's or project's reputation within the target market. This PR model
assumes a two-way interaction between campaign managers and the general audience. The
ALS Bucket Challenge information was freely accessible and extensively disseminated, allowing
participants and the organizing group to communicate.

Number 2: Developing an effective message is a critical component of every successful social

campaign. In the case of the ALS Bucket Challenge, it was critical to inform the public that ALS is
a severe disease that may affect anybody. To create an engaging message, consider the
following elements: values, needs, expenses, and benefits. The subject of the Ice Bucket
Challenge was clearly defined by its goal of helping sick people. The statement of need was
delivered as a plea for fundraising assistance. The participants' expenditures were minimal:
some water and someone to film a video.

Number 3: The message regarding the campaign's advantages was arguably the most powerful:
it explained how participants may aid in the investigation of the disease and the abolition of its
pain. The following persuasive strategies and concepts were used in the campaign: like, social
evidence, reciprocity, and authority. The notion of liking was employed to entice individuals to
join the campaign by demonstrating that it was enjoyable while also providing great assistance
to others. The social proof strategy was implemented through many forms of media and social
networks. The idea of reciprocity was implemented by distributing knowledge about the
campaign through social media posts and encouraging individuals who had not yet participated.
The authority strategy was used by encouraging powerful persons to join in the campaign.