Slacktivism
21st October 2014
Social media has spawned the slacker-activist, someone who supports a cause through an audacious public display that actually requires very little effort. This summer, the #IceBucketChallenge clogged newsfeeds with videos of folks dumping ice water on their heads instead of (or often in addition to) donating to the ALS Association. In a single month, the nonprofit collected more than $100 million–36 times what it had raised the previous August–to support research for amyotrophic lateral sclerosis (ALS). “It’s an unprecedented situation, not just for our cause, but for any charity outside disaster relief,” says ALS Association spokesperson Carrie Munk.