The development of digital technology increases accessibility so that people all over the world can create contents easily which are medium to be connected each other and produce other additional contents. The reason their participation in online become active more and more is because of low cost to produce contents. Such as images, videos and other supportive materials that online audiences need to publish contents can be found in the Internet easily; the cost is close to zero. Additionally, there are so many digital platforms such as YouTube, blogs and online communities to spread contents to others.

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Pro-life leaders in the U.S. Are warning about ethical problems with the viral 'Ice Bucket Challenge' that has raised over $15 million for research into Lou Gehrig’s Disease since late July.

• The co-creator of the ALS Ice Bucket Challenge died Sunday following his long battle with the neurodegenerative disease. Pat Quinn's family posted on social media that the 37-year-old from Yonkers.
• This viral phenomenon is the 'Ice Bucket Challenge,' which is being taken on by growing numbers of men, women, and children to help bring awareness to amyotrophic lateral sclerosis (ALS), also.
• Pat Quinn, who helped make the Ice Bucket Challenge go viral, died Sunday after a seven-year battle with amyotrophic lateral sclerosis (ALS).
• The ice bucket challenge took something private, support of curing the disease ALS, and made it public. It’s one thing to give to a charity but it’s not something we always publicize. The ALS Ice Bucket challenge made things very public because we saw people dumping ice on their head AND giving to ALS.

This phenomenon is called ‘participatory culture’ which means “a culture in which private persons (the public) do not act as consumer only, but also as contributors or produces (prosumers; it is a combined word with producer and consumer) (“Participatory culture”). According to Jenkins et al. (2006), major characteristics of participatory culture reflect audience’s perspective to participate in digital culture.

Firstly, low limitation to show opinions and encourage others’ participation. There are no fussy requirements to upload contents and everyone has a right to share opinions freely. Secondly, online culture is based on civic participation. So, viewers welcome accepting others creations. Furthermore, audiences can transform, change, add and re-produce other’s contents to make better, which means they can be a reader, producer, messenger and influencer at the same time. Finally, their activities are regarded as a meaningful contribution to digital culture which builds up social connection.

In other words, the role of audiences in online has been growing from passive to active. At the beginning in the Internet, the boundary between receivers and messenger was evident. However, the power of audiences become influential more and more, and they customize their world in online.

Among huge amounts of content in online, which contents audiences are going crazy for and sharing widely? ‘ALS Ice Bucket challenge’ can be a good example of participatory culture which has gotten explosive reactions from audiences and spread widely. It leads to donation of $100 million from lots of participants who were celebrities, politicians and CEOs, which is so amazing consequence compared to the donation of just $2.5 million in 2013.

What is ALS Ice Bucket challenge?

The boom of Ice Bucket challenge Source: Forbes.com

It is originated from Pete Frates, a former Boston College baseball player, who got ALS and started to post his challenge to raise awareness and money for patients suffering from ALS. It didn’t take long time to become a culture among. A huge number of participants have expressed their gratitude for getting an opportunity to participate in the meaningful challenge and uploaded their videos on YouTube, Facebook and Instagram.

The rule of it is very simple & clear. There are 2 ways to help ALS patients. Firstly, people accept their challenge, being nominated form previous challenger, and then, pour ice waters in bucket on their heads to feel the pain of patents. Most importantly, all this process should be recorded and uploaded on social media for campaign contagion. By doing so, the people can call out the other 3 people, who have to challenge within 24 hours, otherwise people are able to donate $100 to ALS Association instead of performing challenge.

See videos:

Top 10 celebrities challenges

Obama donated instead of challenging

What attracts people’s participation in Ice Bucket challenge? Encouraging numerous people in online at one time is not easy, very big challenge. So, the attractive contents are extremely important to get attention.

Lots of people participated in Ice Bucket challenge campaign via social media

*Simple but massive

Participants don’t need to follow something complicated process to achieve this challenge. The rule is very simple: do or not! They can comprehend easily what is the aim of it and show its meaning through their challenge which have contagious power to encourage others to take part in for ALS patients. The important thing is to help them, nothing special abilities. Just show their willingness, that’s enough!

What about effect? Is it small? No! as you know, it was massive. The process challengers participated was so simple, but effects to our society were considerably massive. From their perspective, doing small thing leads to super positive consequences such as raising awareness; what is ALS & what can we do help them, fundraising; $100 million which made them think, “my challenge was worthwhile”. (See articles about The science behind the success of Ice Bucket challenge)

*Sincere with humor

What is the purpose of it? To help patients which is the only pure reason why we have to pay attention. It can be look like normal campaign that other health care associations did for fundraising via online. However, one thing that makes it more special was humor. The way participants deliver message is not serious. Instead, they look quite funny. Viewers have the pleasure of seeing celebrities look surprised due to ice water. Both of them are happy with enjoying and sharing lots of uploaded videos with others. Sincere mind of challengers trigger empathy of viewers which leads to lots of challenges continuously.

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*Real time uploading

People can see celebrities’ Ice Bucket challenges in real time which surrounded us which are hot issue. So, checking new videos every few hours are our everyday lives. The intensive attention encourages people to say yes rather than no when they were asking by previous challengers. What’s more, videos have been uploaded on social media such as YouTube especially, which is the fastest and easiest place to share them among people. Uploading videos as a participant and replying & sharing as an influencer are participation culture in online. (See article about 5 lessons from Ice Bucket Challenge)

Lastly, see this video about; what is the meaning that participatory culture like ALS Ice Bucket challenge gives us?

Als Ice Bucket Challengeteach To Be Happy Now

Source: Jenkins, H., Clinton, K., Purushotma, R., Robinson, A. J., & Weigel, M. (2006). Confronting the Challengesof Participatory Culture: Media Education for the21st Century.

Als Ice Bucket Challengeteach To Be Happy Birthday

I have to give props and a tip of the hat to the ALS Ice Bucket challenge. What a great way to have something go viral (thank goodness it was done in the summer and not winter as that would NOT have worked).What can that campaign teach us about member and donor engagement? The ice bucket challenge took something private, support of curing the disease ALS, and made it public. It’s one thing to give to a charity but it’s not something we always publicize. The ALS Ice Bucket challenge made things very public because we saw people dumping ice on their head AND giving to ALS. On top of that you had to challenge specific people to do the same.This was the ultimate public challenge! This is one of the key elements of how things go viral. There is a great book called “Contagious” that uses data to show the various elements regarding how things spread. One of the concepts discussed is the shift in making something go from private to public (private → public).Translation for your YMCA . . exercising and donating are usually private things. How can you make it private→public?Some exercise apps help make private→public by giving people the opportunity to “share” their work out. This can be great but people don’t always want to publicize their activity on their own social media. Think of how you can create opportunity or space to make this public. This can be through social media or even in your own facility.Donor recognition Some YMCAs post banners as a “thank you” for people or organizations that give a certain amount. This is a great way to thank organizations and individuals but what if there was a way to do this for everyone who donates? Recently, I visited a Y where construction paper was put up in ginger bread like figures with the names of members who donated. This was located on a wall in the Y under a “thank you” banner. Some members actually decorated their own if they desired. This is a great example of private→public.Could we also thank donors on our YMCA’s Facebook or Twitter account? Ask a donor how they would like to be recognized. They can opt out of social media if they like but if not, use that as a public space to thank people.Member recognition Think about how people can post their exercise publicly in your Y. Can you put a star next to someone’s name? Can you post a “member of the month” in a public place for people to see? This is great for both the person exercising and for people walking through seeing this public display of congratulations!Recognize volunteers in the same way. Think of how you can post thank you pieces for volunteers via social media or in the building. It’s a great way to thank people and let them know about the volunteer opportunities.Always ask first about recognition. We all know people who would rather not be recognized in public. It’s important to honor that. However, most will welcome the recognition.Engage your staffYour staff – full time and part time- are a wonderful resource for ideas (especially those with a millennial mindset). They can help you find fun ways to make private→public. It might not be as viral as the Ice Bucket Challenge but it can be a sustaining piece of your member and donor engagement strategy.