Greenwich Time (Aug. 22): “Should You Worry About Missing The Point of ALS Challenge?"
Is the ALS awareness campaign called the "ice bucket challenge" effective? Some experts worry that people who get swept up in the goofy fun of the challenge might miss its underlying message. "I worry that, when things do catch on and become viral, the message does get increasingly lost," said Elizabeth Barfoot Christian, assistant professor of communications at the University of New Haven. "Viral messaging and viral campaigns are great for fast results, but I worry about the long-term. Are people going to forget?"