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Ice Bucket Challenge: Is it the best use of ‘social energy’?

Saturday, 30 August 2014 04:42 - - {{hitsCtrl.values.hits}}

The ‘power’ of a great marketing idea going ‘viral’ was amply demonstrated by the ‘Ice Bucket Challenge’. However, it also demonstrates the lack of effective strategy when it comes to social-cause marketing. Is this the most pressing socio-

health challenge that the world faces today? Every year 1.5 million children die due to poor nutrition; 66 million children attend school hungry across the developing world; hunger kills more people than AIDS, TB and Malaria combined. In no way am I undermining those suffering from MND, instead highlighting the need to channel ‘social energies’ in a prioritised manner.