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The Cold Truth about the Ice-Bucket Challenge

Friday, 22 Aug 2014 | 12:00 AM ET

From business leaders, to politicians to movie stars, the ALS ice-bucket challenge is a social media and charitable phenomenon. But is it really increasing awareness and giving, or is it just a fad? ALS Association Development Officer Lance Slaughter and Rockefeller Philanthropy Advisor's Melissa Berman explore whether the challenge really works, and whether this viral campaign will change the way charities ask for, and get donations.