Viral ALS challenge raises bucketsful of donations, awareness
Charity's Canadian head office in Markham

YorkRegion.com
Aug. 21, 2014
Brea Bartholet

It’s quite likely you’ve heard the latest buzz about Amyotrophic Lateral Sclerosis (ALS) — more commonly known as Lou Gehrig’s disease.

The terminal illness, a progressive form of paralysis, slowly affects the use of muscles throughout the body until a patient is unable to control voluntary movement.

More than 3,000 Canadians currently live with the disease, while this year alone 1,000 will be diagnosed and 1,000 will succumb to its effects.

Interim CEO of ALS Canada, Tammy Moore, knows just how devastating the disease can be.

In 2008, while standing in an airport in Vancouver, she received news that a cousin had been diagnosed with ALS.

Unable to grasp or understand the severity of the situation at the time, Moore quickly learned over the next five years just how life altering the diagnosis was.

Three weeks ago, Moore was called out to do the ice bucket challenge — an initiative started in the U.S., challenging anyone and everyone to dump a bucket of ice water over one’s head to raise awareness about ALS.

Having heard of the unique fundraising idea in previous weeks through family members in Boston, Moore knew the challenge was going viral.

“When we had seen Sidney Crosby’s video of the ice bucket challenge on Aug. 8, we knew this thing was going to be big. I just thought, ‘OK, it’s here,’” she said.

Other celebrities who have taken the challenge include Martha Stewart, NBA star LeBron James, pop singer Taylor Swift and Tonight Show host Jimmy Fallon.

Realizing the impact celebrities were having on the fundraiser, ALS Canada decided to create a page on its website dedicated to the ongoing challenge.

“We’ve set a fundraising goal of $1.5 million, though I think we can expect that to increase,” Moore said, from her Markham head office.

“As Canadians, we should be able to exceed that goal. We now have some significant corporations jumping on board for this challenge, too.”

To date, ALS Canada has raised $230,000 through the ice bucket challenge in online donations alone. All funds will be distributed across Canada, assisting with equipment, funding and research efforts.

However, celebrities and large businesses across the globe aren’t the only ones enduring buckets of icy cold water.

Twitter, Facebook and Instagram have been drenched with video challenges from around the globe. People of all ages have been hopping on the ALS bandwagon, hoping to make their mark — no matter how big or small — to raise awareness of the aggressive disease.

York Regional Police’s chief and command staff had to bring a change of clothes to work on Aug. 19 as they were doused with cold water at their headquarters in Aurora.

Moore says the chilly initiative has been a great way to increase people’s understanding of the illness.

“The awareness this is bringing is tremendous. People are really making a difference.”

Employees at the York Region Media Group’s Markham office were set to take the challenge this week. They plan to send out a challenge to the YRMG Newmarket Era office.

SIDEBAR

TAKE THE PLUNGE
To register or make a donation to ALS Canada and the ice bucket challenge, visit als.ca/icebucketchallenge