comscore Why did Satya Nadella, Mark Zuckerberg and Phil Schiller pour ice water on themselves?
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Why did Satya Nadella, Mark Zuckerberg and Phil Schiller pour ice water on themselves?

Phil takes challenge! Challenges Chris, Kim, and Tim. #IceBucketChallenge @PeteFrates3 @tim_cook @chrisodonnell #ALS pic.twitter.com/DfJIuY3hnb

Phil Schiller

Microsoft CEO Satya Nadella, Facebook CEO Mark Zuckerberg and even Apple SVP Phil Schiller are all voluntarily and rather spiritedly pouring freezing cold ice water on themselves. Next on the list could be Google founder Larry Page, Microsoft founder Bill Gates, Apple CEO Tim Cook, Netflix CEO Reed Hastings, Amazon CEO Jeff Bezos and Facebook COO Sheryl Sandberg. But why are all the tech honchos lining up to pour ice-cold water on their heads? Also Read - WhatsApp Multi-device support confirmed, public beta rollout begins in two months: Mark Zuckerberg

In what has now become a national movement, the act of pouring ice water on themselves – dubbed as the #IceBucketChallnge – is all being done to create awareness about ALS disease and raise money for the ALS Association. Also Read - Mark Zuckerberg uses WhatsApp rival messaging app Signal suggests leaked Facebook data

When  29-year-old Massachusetts resident Pete Frates of the ALS Association started the ice bucket challenge, he didn’t know it would be an overnight rage over the internet. In the last two weeks, the Ice Bucket Challenge has literally soaked the nation. The ALS Association and its 38 have received an astonishing $4 million in donations. The Association has also welcomed more than 70,000 new donors to the cause. Also Read - Facebook sued by US govt over antitrust issues & maintaining 'monopoly power'

In a statement released by the association, President and CEO, Barbara Newhouse said, “We have never seen anything like this in the history of the disease. We couldn’t be more thrilled with the level of compassion, generosity and sense of humor that people are exhibiting as they take part in this impactful viral initiative.”

From politicians, sports stars, business heads to TV show hosts – everyone’s being spirited enough to donate and voluntarily put a freezing bucket of ice water on their heads. The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. Those who refuse to take the challenge are asked to make a donation to the ALS charity of their choice.

Satya Nadella was challenged by football player Steve Gleason. After undertaking the challenge, he in turn challenged Amazon CEO Jeff Bezos and Google CEO Larry Page to do the same.

Facebook CEO Mark Zuckerberg was challenged by Governor Chris Christie. He, in return, challenged Microsoft founder and chairman, Bill Gates, Facebook COO Sheryl Sandberg and Netflix CEO Reed Hastings.

Senior vice president of worldwide marketing at Apple, Phil Schiller spiritedly poured a bucket of ice water on his head. After taking the challenge, Schiller took to Twitter to call on a few others to join him, specifically naming ‘Chris, Kim, and Tim’ – Hollywood actor Chris O’Donnell and Apple CEO Tim Cook. We could not ascertain who is the Kim in the tweet that Schiller is referring to.

Amyotrophic Lateral sclerosis (ALS), often referred to as “Lou Gehrig’s Disease,” is a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord. Currently, there is only one drug approved by the US Food and Drug Administration (FDA) to treat ALS, which only modestly extends survival by two to three months. Consequently, ALS is 100 percent fatal. In addition to acclimating to the challenges that come with losing control of voluntary muscle movement, people with the disease progressively lose their ability to eat, speak, walk, and eventually breathe.

The #IceBucketChallenge is testimony to the fact that hashtag activism is becoming more and more common apart from being extremely effective.  Some of the simplest ideas can sometimes create a ripple big enough to actually have the power to do some good.

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  • Published Date: August 14, 2014 12:15 PM IST



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