When I think of audience participation, the first media related source that comes to mind would be YouTube. The site is basically run by its audience, anyone with a camera or other recording device can easily make a video and post their content online almost immediately. So when the ALS Ice-bucket challenge came about, the idea went viral quickly, mostly because of this platform of social media. The cause awareness was so successful because of the participation of the public and also celebrities who would show their support too. The idea of pouring a bucket of ice cold water over your head or your friend’s became a challenge, this increasing the participation as people would be dared to do it and then post their videos too essential challenging someone else. The game didn’t just exist on YouTube however, videos were trending throughout all social networking sites (Facebook, instagram, twitter) without the initial and continual audience participation of this cause, awareness would not have spread nearly as globally. Funds raised from this awareness reached an excess of $100 million predominately donated by Ice-bucket challenge participants.
Unfortunately a large per portion of participants made their videos not for the cause but for the chance to post a humorous video of themselves which obviously, was not the original intentions of the videos. Since the challenge was introduced, other organisations have taken on this idea to spread awareness in a fun was such as the more recent ‘lipstick smear challenge’ which has mainly taken off on Instagram and promotes the cervical cancer campaign.