Iced Lightning

When the Ice Bucket Challenge to benefit ALS hit in mid-August, it hit hard. Everyone from NASCAR stars, to pop singers, to politicians, to your mother was lining up to pour a bucket of ice water over his or her head, make a donation, and then call out a couple of friends to do the same. The true challenge offered two choices — donate $100, or douse yourself and donate $10. On camera, of course. Because, you know, “pix or it didn’t happen.” Despite the ubiquity of the campaign, many folks dismissed it as frivolous because some people were just doing the ice thing and forgoing the donation part. That’s probably true. And of course, while awareness is nice, awareness plus money is nicer.