Over the past week it’s been impossible to ignore the latest internet craze – the ALS Ice Bucket Challenge. I would be very surprised if it hasn’t been dominating your Twitter and Facebook feeds along with just about every other social network out there. For those of you who aren’t aware, the challenge involves having a bucket of ice water thrown over your head in order to promote awareness of the illness Amyotrophic Lateral Sclerosis. Those who complete the challenge then proceed to nominate friends to do the challenge. If the nominated people have not completed the challenge in 24 hours, their forfeit is to donate money to the charity.

This is another classic example of how effective online communication can be. Within days thousands of people have taken this challenge on, all in order to promote a message. Despite whether you may think this is an online ‘flash in the pan’, the one thing you can’t deny is that this is a truly effective way to get a message across.