Ruth Law Team Ice Bucket Challenge: A Viral Benevolent Bucket Brigade

Participants in a bucket brigade transport items by forming a human chain and passing items from one stationary person to the next. Ice Bucket Challenge participants pass on generosity almost instantaneously with social media. According to the New York Times people shared more than 1.2 million Bucket Challenge videos on Facebook between June 1 and August 13.

Challengers fund raise and increase awareness for Amyotrophic lateral sclerosis (ALS), commonly known as Lou Gehrig’s disease. The disease attacks nerve cells and pathways in the brain and spinal cord. As nerve cells die, patients lose voluntary muscle control and movement, becoming totally paralyzed, yet in most cases their minds remain sharp and alert. Average life expectancy of a person with ALS is two to five years from diagnosis. For more information about ALS and to donate, visit  www.alsa.org

On Thursday, August 21, 2014 the ALS Association reported $41.8 million in donations. Just four days later on August 25, donations nearly doubled, reaching $79.7 million, compared to $2.5 million during the same time period last year (July 29 to August 25). On Friday, August 22, Ruth Law Team Members formed their own brigade. The Challenge is particularly dear to Ruth Law Team Attorney Eric Roslansky, whose grandfather died from ALS. Eric’s daughter, Marley, 11 months, also accepted the challenge in honor of great grandpa Pete.

Ice Bucket Challenge Rules: Within 24 hours of being challenged, participants have to record a video of themselves in continuous footage. First, they announce their acceptance of the challenge and then pour ice into a bucket of water. Then, they lift the bucket and pour over the participant’s head. Then the participant can call out a challenge to other people.Whether people donate, perform the challenge, or do both varies. In one version of the challenge, the participant is expected to donate $10 if they have poured the ice water over their head or donate $100 if they have not. Consider yourself challenged!