The ALS Ice Bucket Challenge has dominated our Newsfeeds for weeks now. For most of us, it's a lighthearted way to raise money and awareness for a good cause. But for 26-year-old Anthony Carbajal, the challenge is a long-overdue spotlight on the very real, very scary disease that will eventually take his life. His video is anything but lighthearted.
Carbajal was diagnosed with amyotrophic lateral sclerosis five months ago. His hands are starting to atrophy. It's becoming difficult to button his shirt and start his car. The scariest thing for him, though, is that he knows exactly what's in store for him—because it's happening to his mother right now.
Yes, the video is hard to watch. It's definitely not as fun as watching celebrities pour ice over their heads. But it helps shed light on why this social media marketing fad is so important to ALS patients and their families. As of yesterday, the ALS Association has received $31.4 million in donations compared to $1.9 million during the same time period (July 29 to August 20) last year.