The Ice Bucket Challenge has been criticized for “slacktivism,” social media petitions and stunts that allow people to feel good about getting involved with a cause without actually doing anything. But as it turns out, that critique, and Mr. Sheen’s contribution to the tsk-tsking, weren’t necessary. The ice bucket challenge has actually pushed people into action. And it provides a lesson to other charities trying to market themselves with few resources in a digital age.
Read the full August 21, 2014 article originally published in The Globe and Mail