Don’t be so quick to throw cold water on the Ice Bucket Challenge

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