Video: Peggy Hatch Starts Target Marketing’s ALS Ice Bucket ChallengeAugust 21, 2014 By Heather Fletcher
On Tuesday afternoon, Target Marketing Publisher Drew James removed his spectacles and donned a T-shirt and shorts in preparation for having a freshly prepared, ice-filled and sloshing bucket of freezing water poured over his head for the benefit of the ALS Association. If that sounds familiar, it's because the association reports in a news release, titled "Ice Bucket Challenge Still Going Strong," that as of Wednesday, many existing and 637,527 new donors had given $31.5 million to the charity between July 29 and Aug. 20—compared with $1.9 in donations during the same period in 2013.
The #IceBucketChallenge—as it's known on Facebook, Twitter and many other social media networks—is sweeping the nation in a way that's causing even celebrities to come up with unique methods of implementing the challenge. From June 1 to Aug. 17, more than 28 million Facebook users participated in the conversation about the challenge, 2.4 million videos were posted and nearly every country in the world is participating.
However, James and the NAPCOites did do something a bit different.
Lining up with a dozen colleagues behind the magazine's headquarters in Philadelphia, a still-dry James accepted the challenge from sister magazine at North American Publishing Co., FundRaising Success.
"Caroline [Farley, FS associate publisher], I accept your challenge on behalf of Target Marketing, and nominate Craig Handley and the team at ListenUpEspanol," James says into the camera.
Handley, who accepted the challenge, has 24 hours to complete the challenge or donate to the ALS Association, which NAPCO is already doing.