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You have probably seen videos social media your family and friends pouring a bucket ice-cold water their heads charity. They have taken part in the Ice Bucket Challenge, the latest viral campaign to emerge Facebook, YouTube, Twitter and other networking sites. The challenge involves dumping icy water top of your head or donating $100 various ALS charities. Amyotrophic lateral sclerosis (ALS) - also known as motor neurone disease (MND) – destroys muscle, making it difficult to speak, swallow and breathe. Ice Bucket Challenge participants post a video online and invite friends to follow suit. More than 1.1 million donors the USA have donated $53 million since July the 29th.

The viral campaign is giving ALS and MND charities valuable global exposure to raise awareness the disease and raise funds. It exploits people's willingness and desire to post selfies or videos themselves online, while feeling good helping a charity. Communication and Media Studies professor Mark Glantz said: "You get the message directly friends and acquaintances. It kind appeals the same side of people that wants to post a selfie." The challenge has even reached the President the USA. Barack Obama decided the dousing but said he would donate instead. Most people with ALS die respiratory failure three to five years from the onset of symptoms.

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