The dual goals of the Ice Bucket Challenge are to raise awareness and garner donations to the ALS Association in the US (there are comparable organizations in some other countries with participants, like the MND in Great Britain). Amyotrophic lateral sclerosis, also known as Lou Gehrig's Disease, is a neurodegenerative disease with multiple causes, including hereditary predisposition and a history of head trauma. Its primary symptoms are muscle spasms and muscle weakness that progresses over time and can interfere with speaking, swallowing, and breathing. Most people with ALS die from respiratory failure within 3-5 years of the onset of symptoms. Stephen Hawking has lived with ALS for over 50 years, an unusually long time. My husband's uncle had a more typical progression of ALS, and passed away earlier this year.
In mid-July, videos starting popping up on social media, especially Facebook, of people participating in the Ice Bucket Challenge. The typical format is that they would name who nominated them, dump the water on themselves (usually to comical effect replete with schadenfreude for us), then nominate up to 3 people in the challenge. The people who were nominated but did not want to do the ice water dump were then expected to donated $100 to the ALS Association.
Here are the reasons that this thing is driving me nuts and I can't talk about it with people:
1. Peer pressure is infuriating. I don't know if it's a holdover from my teenage years or what, but when someone says, "C'mon, DO IT" then I don't want to be around that person. Maybe it's because I don't smoke, don't partake in drugs, and rarely drink, so people interact with me in this mode more often than I'd like. Maybe it's because that kind of pressure speaks to a fundamental lack of respect for my choices. If I say no to something, either drop it or have a conversation with me about it, don't just try to exert your will more forcefully in the hopes that my desire to conform and please you is greater than my desire to fulfill my own wishes (it's not).
2. AND donate, not OR donate. There are a couple of variations of the challenge floating around, and as with any game of Telephone, sometimes the message gets lost. In MANY of the videos I've seen (and explanations on the news I've heard), the two choices are to dump water on your head OR donate $100. Even in the best versions, the post-water-dump donation is still much smaller than $100, usually $10. But here's my question - why is the preferred result the one that ends up with less money going towards a good cause? I mean, I can understand a certain logic there, that the making of a video has the potential to garner more money like some weird goody-two-shoes pyramid scheme, but it's still kind of fucked up, isn't it? "Do this useless gesture or else you have to do something nice, god forbid."
3. "Hey everyone, come see how good I look!" This is probably the thing that irks me the most with the least logical reasoning behind it, and also the thing that is likeliest to offend people I know. Now, I don't know if the blame for this can be placed solely at the feet of the originators of the Ice Bucket Challenge, if it should be spread equally among all participants, or if the truth is somewhere in between...but the goal of the challenge seems to me NOT to be raising money. It's to get people to see how awesome you are while raising money (and from my previous point, raising LESS money). "Look at me! I'm doing something selfless, which is only happening so that I can get attention! I don't really understand what selfless means! LOL" In the age of Facebook and Twitter, when self-importance, self-promotion, and catering to the id are the hallmarks of social interaction, we feel most comfortable doing something for a cause when the context is everyone knowing we're doing it. It's even better if it comes packaged in self-effacing fun-poking, like how funny it is that you swore really loud when you had ice water dumped on your head. I can imagine the shouts now: "That's not me! I just wanted to do something nice, and if it's funny and cute, then all the better! I'm not doing it for the attention; it's for a good cause."
That may be entirely true, but just imagine this. Think of the warm, fuzzy feelings you get when you think about completing the Ice Bucket Challenge and posting the video online with a challenge to your friends. Now think about just donating $10 and never telling a soul. Doesn't give you the same warm fuzzies, does it? Not even close. We are driven by wanting to get credit for the good that we do. We want to be published. We want the "likes" or the retweets. We also are pretty partial to the tiny power trip of nominating 3 friends and making sure they look like assholes if they don't get a bucket going ASAP.
Now, it's easy for me to feel superior here. I regularly donate too much money to various causes, often without posting about it or trying to do additional fundraising - unless it's the Alzheimer's Walk, the time of year where I annoy people for money in a very direct, non-ice-water way. My real issue with the Ice Bucket Challenge here is more of a pet peeve I have about the psychology behind it. It's not that self-importance and fundraising are necessarily mutually exclusive - in fact, they often pair just fine, in ways ranging from subtle (charity walks) to aggressive (ice buckets). This is just a thing that bothers me, probably because it's tied to ignorance. I'm not annoyed that people are motivated by self-promotion when they do this challenge, it's that they don't know that they are. If people posted Ice Bucket Challenges with captions like "The only thing I love more than posting videos of myself is doing so while hopefully raising some money for a good cause" then I'd have no complaints. I know that I get a big ol' charity boner every time I give money, so I don't act like I'm doing anyone a favor if I give a few bucks. If it didn't feel good to give, I probably wouldn't do it, so there's nothing saintly about it. Ditto for the Ice Bucket Challenge.
4. Before celebrities and professional sports teams got involved, the donations were not that impressive considering the social media sensation. In the first few weeks of the challenge being truly viral, by which I mean that the news had heard of it, donations to the ALS Association went up ten-fold. That's awesome, right?!? Yes, it's awesome. However, ten-fold meant that they went from $20,000 (the average this time of year) to $200,000. Given that there are 152 million active Facebook users in the US and Canada, if even 1% of those people had given half of the expected minimum donation of $10, it would have been $7.6 million. If 1% is really the right number (I'm not saying it is) and $20,000 of that number would have been donated anyway, the real donation would be just under 12¢. If all the participants really did give the $10 donation that was suggested, then only 18,000 people participated. Do you really think 18,000 people doing something is enough to make it on the news? According to this article, 6 million people had "joined the conversation" (posting, liking, commenting) about the Ice Bucket Challenge on Facebook by early August, the same time that the $200,000 figure was being thrown around as evidence of the challenge's success. If 6 million people raised $180,000, that means they each contributed 3¢. This means that my 1% estimate was too kind.
So no matter how you slice the numbers, the amount of fuss over the Ice Bucket Challenge did NOT match the donations that came in. All these articles and blurbs kept coming up, oh look how well it's working, what an incredible movement. But the numbers, at least when it was just regular Joe Schmo, were underwhelming to say the least. You can say you're raising awareness all you want, but if you're not also raising money, there's only so much usefulness you can claim. Awareness doesn't fund the labs working on drug trials; money does.
Now, the "not enough money" complaint is becoming irrelevant because, frankly, celebrities and sports teams have made this challenge worth the trouble. $7.6 million has been raised in the first two weeks of August (hilariously enough, the exact number I calculated if 1% of active Facebook users donated $5 each). Some of these donations are undoubtedly celebrities and organizations giving far more than the requisite $10, but many of them are just from people who only give a shit now that Mark Zuckerberg and Bill Gates and the New England Patriots are dumping cold water on themselves. As soon as famous people started doing it, then it became worth doing. That's a really depressing commentary on our society, but at least it means that this thing is finally raising enough money to be worth it. (For a final down note, though, the same article that said 6 million people had "joined the conversation" about the Ice Bucket Challenge by early August also says that the number was closer to 15 million by mid-August. So if all of those people are potential contributors, they all gave about 50¢. Way better than all previous calculations, but still, imagine if they all just gave $1. Or $5. Or $10.)
5. Dystopian America is coming to pass but we're too busy looking at how cute Chris Pratt is when he is cold. Don't get me wrong - he is. Chris Pratt, as I'm sure you're aware, is cute when he does everything. He was cute when he was average pudgy Andy Dwyer, and he's cute as kinda jacked Star Lord. I enjoyed watching him get water dumped on him. That video would be funny without the context of the challenge, as would many of the celebrity videos.
Oh, hey - have you heard about what's happening in Ferguson, MO? It's probably the most important issue today regarding civil rights, abuse of power/force, and the role of police in American society. Before this, I might have argued that the Supreme Court's endless war on women was the most important rights-related issue in the US today. But something so crazy and outlandish, so over-the-top cartoonishly evil is happening in Missouri that it has superseded many of the other pressing issues of the day. For your enjoyment, here are some graphs on Google search term popularity:
This graph compares the search terms ferguson, mike brown, ALS, and ice bucket challenge. The average mentions over the past 7 days are about equal between the two related pairs. However, you might notice a problematic trend: the ferguson and mike brown search terms are sharply declining in popularity, while the ALS and ice bucket challenge search terms are steadily going up. Granted, this data only goes through Saturday, August 16th and new violence has erupted in Ferguson as of Sunday, August 17th, so these figures are slightly outdated, but it's something to think about.
This graph tracks the search terms ferguson, mike brown, and robin williams. Unfortunately, the Google Trends site won't allow date-to-date search parameters so I had to choose between the past 7 days and the past 30, so this isn't a perfect graph. But still, look at how unbelievably distant the peaks of the search terms are. On this graph, the robin williams search term peaked at 100 on the index, while ferguson peaked at 8. I was very sad to hear of Robin Williams' suicide. I was not, however, 12.5x as upset about Robin Williams as I am about Ferguson, and I hope most people aren't either, if they even know about Ferguson.
This is not to say that ALS is unimportant. Or that when one problem rears its ugly head, we have to drop the other problems. Or that Americans are only capable of keeping one issue in their heads at a time. Or that social issues are more important than medical ones. However, I do worry that we're focusing on ALS because the way we're doing it right now is fun. You can't dump ice water on your head and save a black dude from getting shot by the police. There aren't a lot of fun ways to stand up against what's going on in Ferguson. ALS is an easy enemy. Nobody is on the disease's side. We can all agree that it's terrible. The issue is as uncomplicated as it gets. Not so with Ferguson. There are sides to choose, and lots of grey areas. There are things that many people, including me, think are absolutely fundamentally wrong while many others don't take that view. There isn't an easy solution where you click "Donate" and you've done your part. People's reluctance to get involved in the complicated and upsetting news out of Ferguson, MO means that it's not making the social impact it could if it had the full force of the like/click/share/comment machine that the Ice Bucket Challenge has. Thankfully, Twitter is blowing up about Ferguson (finally) so hopefully that will mean something soon.
6. The whole thing smacks of upper-middle class privilege and I can't explain why that bothers me. I remember the reaction I had when I first heard about the "or donate $100" consequence for not doing the Ice Bucket Challenge. "Who the FUCK has $100?" I might be paraphrasing, but it was something like that. Now, after I settled my monocle back over my eye and picked up the diamonds I had sent scattering with my shock, I began to think.
Seriously, though, who the fuck has $100? It really made me wonder about the challenge. Are we, as a society, really doing so well that we each have $100 to donate to disease research? Or has ALS become such a common disease that it behooves us as a country to come together to eradicate it once and for all? Or maybe, just maybe, is this challenge not for most people?
A quick check of personal finances in the US reveals the following:
- The average disposable income (money after taxes) is $37,492 for an individual.
- According to the spending percentages here, the money spent on housing (incl. utilities), transportation, food, insurance, medical bills, entertainment, education, and miscellaneous expenses is $33,555.
- That leaves the average American with $3,937 for the year, or $328 a month.
- This remaining money must cover expenses related to clothing, credit card bills, loan payments including student loans, and any contributions to a savings account.
For personal reference, I have $590 in student loan payments due every month, and when my payments shift again soon, that number will top $600. Despite this being in the most dire financial position in my calendar year (the weeks before school begins and paychecks kick back in), I am still okay. Mostly because I have a husband who makes more money than me and doesn't become unemployed for 2 months of every year. But still, I'm fine. I pay my bills on time, I don't have to check my bank account balance when I go out to dinner, and if a sudden expense were to pop up, I would have resources, like the aforementioned husband or necessary evil of credit cards, to help me out. Someday I might even have a robust enough savings account not to need those resources.
If I looked at the $100 donation amount and balked, what about people who make less money than I do? What about people with more expenses than me? What about all of the millions of people at or below the average income? The guilt-trip peer-pressure format of the Ice Bucket Challenge comes packaged in privilege. The people who nominate others with the caveat "but you must donate $100 if you don't do it" don't worry about making their friends feel ashamed of not being able to donate, because of course they can afford it. "It's for a good cause," they say, as if feeding yourself or making rent aren't good causes too.
This is not to say that people with average or lower incomes can't donate money. They do - all the time. This recent video puts forth the argument that sometimes those with the least are the most giving, and I've seen this happen many times in many contexts. But the $100 "penalty" for non-compliance and the guilt format of the challenge suggest that the Ice Bucket Challenge itself is simply not meant for an audience of lower income individuals. More than 60% the Americans surveyed in 2010 were below the income figures I discussed above, and even someone at those numbers would struggle to afford a $100 donation. I don't have a problem with financially-comfortable people telling other financially-comfortable people they should donate money, but the way this does it just strikes me as tone deaf and ignorant.
WITH ALL OF THAT BEING SAID, really what I'm doing is criticizing a social movement that is doing good. Even if the motivations of some people are suspect or the challenge itself is annoying for those of us who take issue with how it's being done or everything from the phrasing of the challenge to the psychology behind it is problematic, it's still raising money to fight a disease that is a shithead, if diseases can be shitheads (they can). I would rather grumble about annoying viral charity trends than not notice when no one is doing anything good about anything. Of all the possible things in this world, it's hardly the worst. If Uncle Paul were still here, he'd probably find it silly and amusing, and thank everyone for doing it, because he wasn't a negative asshole like some of us. But if you nominate me for the challenge (and you have), please consider this post my extraordinarily lengthy "no, thanks."


