CHAPTER 4
Everything Is Your Business
EVERYONE WAS DOING IT. And everyone was publicly challenged to do it. Celebrities. Public officials. High schoolers. College students. Business leaders. Parents. Grandparents. The queen of England. The prime minister of the United Kingdom. The president of the United States. It was the Ice Bucket Challenge. It involved taking a bucket of ice water and pouring it over one’s head, posting a video of it on social media, and challenging others to do the same. It was done to raise awareness and funds for amyotrophic lateral sclerosis (ALS), also known as Lou Gehrig’s disease, a rare motor neuron disease that ultimately leads to the degeneration of muscles and paralysis. There is no cure for ALS yet, and people ...
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