What is it about this charity stunt that has gotten everyone from
billionaires to pop stars and even a former president wanting to get drenched
by a bucket of freezing water? This blog discusses the challenge, the charity,
and how it can be good for your brain.
The Ice Bucket
Challenge
What could possibly be the link between
George W Bush, Justin Bieber, David Beckham and Oprah Winfrey? These are just
some of the high profile faces that have gotten their cameras at the ready and taken
time out of their busy schedules to take on the ice bucket challenge. This
daring feat was pioneered by the late Corey Griffin who created this innovative
way to raise money after discovering his friend had been diagnosed with amyotrophic
lateral sclerosis (ALS). What started off as an ordinary fund raising idea has taken
social media by storm. Now hundreds, if not thousands, have been inspired to
dump a bucket of cold water over their heads and donate some of their hard
earned cash to this charitable cause. So far the trend has resulted in £25.2
million ($41.8m) being raised: proof of the power and influence of social media
and celebrity.
Amyotrophic lateral
sclerosis (ALS)
What is it about this charity
that has inspired so many people to subject themselves to an ice cold
drenching? ALS (also referred to as motor neuron or Lou Gehrig’s disease) is a
neurodegenerative disease that affects the nerve cells in the brain and spinal
cord. Approximately one person per 50,000 people have been diagnosed with ALS,
meaning 30,000 people living in America alone may have the disease at any given
time. ALS affects a type of neuron called the ‘motor neuron’, which connects
the central nervous system to our muscles. Progressive degeneration of these motor
neurons eventually leads to neuron death. Following this neuronal death, the
ability for the brain to initiate and control muscle movement is lost. The
exact cause of ALS is still not completely known. ALS, like any other
neurodegenerative disease, affects many people lives. Donating money to this
cause helps to fund research which is crucial to exploring new treatment avenues.
It is clear that this charity is a very worthy cause; however this trend has
also left us wondering how such a simple idea can achieve such a high profile
within such a short amount of time. What is it about following the latest fad
that resonates with so many people?
Why do we follow
the latest trends?
Perhaps it’s because we would
like to know that our celebrities are just like us. Celebrities are talented
individuals who are accomplished in their particular field. Usually these
accomplishments result in thousands of adoring fans who are able to follow
their every move on social media outlets such as Twitter, Facebook and Instagram.
The growing popularity of social media means fans are now given an inside view
into the previously mysterious private lives of their favourite star. What is
it about our minds that fuel this desire to find out what your favourite
celebrity has had for breakfast every morning? Why do we gain pleasure from
knowing these peculiar tit-bits? And what do we really gain from having this
knowledge? Maybe by emulating our favourite celeb we can feel closer to them
and we might inherit some of their good fortune. The latest trend in celeb
land: the ice bucket challenge!
Humans are social beings who
enjoy interaction at many different levels and in many different ways; whether
that be by sending a text, meeting up for a coffee, or by reading about David
Beckham in a magazine. The reason humans gain such pleasure from social
interaction is because of the reward pathway set up in our brains. Social
interaction has been linked to an area of the brain called the ventral
tegmental area (VTA), which is located in the brain stem. This area is where
dopamine is created. Dopamine is the neurotransmitter linked with natural reward
and feeling happy. This means that whenever we experience a positive social
interaction our brain is flushed with dopamine.
So remember if you do decide to take on the ice bucket challenge, know
that you’ll be activating your VTA and getting that vital dopamine hit! Get
closer to your favourite celeb, donate to a great cause, and get those buckets
out.
Read more about ALS by
following this link: http://www.alsa.org/about-als/what-is-als.html
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