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#IceBucketHijack?

#IceBucketHijack?

26 August 2014 | Liz Bowen

Everyone who has access to the internet or TV knows what the ice bucket challenge is (if you don’t – you should ashamed, where have you BEEN?!)

While it’s meant to be raising awareness and donations for the ALS Association, there’s been a bit of controversy in the charity world. Macmillan Cancer has been accused of stealing the spotlight and has raised at least £250,000 so far as a result.

They have been using the same hashtag – #IceBucketChallenge as ALS to help raise funds for their own charity.

According for an article by The Telegraph, the stunt has raised £37.7million for the US association, as well as £250,000 for its UK equivalent, the Motor Neurone Disease Association (MNDA).

The Ice Bucket Challenge has seen hundreds of A-list celebrities pouring ice water over themselves including Victoria Beckham, Oprah, Jennifer Aniston and Leonardo DiCaprio.

As the popularity of the challenge skyrocketed, Macmillan then asked people to do the Ice Bucket Challenge and donating £3.

Thousands of people online have accused Macmillan for jumping on the hype and taking away the awareness of ALS. There are a lot of angry public members, one of which stated: “I’m really disappointed in your charity, I pay a monthly donation to what is I believe a good cause, helping people suffering with cancer, but I’m seriously considering withdrawing my donation and changing it to MND/ALS because of your taking away their awareness.”

While others have defended both charities stating that it shouldn’t be a competition but to donate to the one that you wish to.

Macmillan posted a response on their blog, Head of Digital, Amanda Neylon, said that it was trying to be more responsive to social trends after failing to exploit #NoMakeupSelfie earlier this year.

She started by saying: “Before we begin though, let’s be straight: we don’t own the #IceBucketChallenge hashtag. Nobody does. It’s a hashtag. And it’s something that in the charity sector, we need to continue to have a healthy debate about.”

“We’re trying to be bolder, we’re listening to what’s going on all over the world, and we’re responding more quickly than we have in the past. We’re trying new things so that we can keep moving forward as an organisation”. Read her full blog post here: http://www.thinkgrowcreate.co.uk/why-we-got-all-hot-and-bothered-over-the-icebucketchallenge/

What do you think?