“Hope is the thing with feathers
That perches in the soul,
And sings the tune without the words,
And never stops at all.” – Emily Dickinson
It was once easy to dismiss Ice Bucket Challenge videos like the entry from Batman v Superman: Dawn of Justice star Gal Gadot that are littering our Twitter and Facebook feeds as an example of slacktivism, the idea that a like or share has equal value to a charitable act. In quite a few cases, it’s vanity disguised as a crusade to better the world. But the fact of it is that the Ice Bucket Challenge, an ongoing fundraiser for the ALS Association, is doing a lot of good.
Through Wednesday, the charity has received $31.5 million in donations since the chilling challenge began to take off like wildfire around July 29th. Compare the current total with the $1.9 million donated between July 29, 2013 and August 20, 2013, and it’s crystal clear that a bunch of well-intentioned people like Batman v Superman: Dawn of Justice director Zack Snyder dousing themselves with icy water on camera is a genius viral fundraising campaign.
It’s impossible to hit refresh on either your Facebook newsfeed or Twitter timeline lately without a new Ice Bucket Challenge video appearing. You might feel like if you’ve seen Chris Pratt complaining about the cold in a wet tee-shirt, there isn’t much left to see when it comes to these videos, but then you come across a delightful Ice Bucket Challenge video like the entry from the new Batman, Ben Affleck. It’s clear to anyone that Affleck’s video involved his children in off-screen roles, laughing at the scene unfolding between their mom and dad in a video that clocks in at under sixty seconds.
The full article originally appeared on a popular entertainment industry blog and can now be found in its entirety here.