![Viral charity campaigns have a psychological 'recipe' and all-too-brief lifespan | University of Cambridge Viral charity campaigns have a psychological 'recipe' and all-too-brief lifespan | University of Cambridge](https://www.cam.ac.uk/sites/www.cam.ac.uk/files/styles/content-885x432/public/news/research/news/202773384888cdc61e570k.jpg?itok=5Ion8ivK)
Viral charity campaigns have a psychological 'recipe' and all-too-brief lifespan | University of Cambridge
![Opinion | From splash to backlash: in defence of the ice bucket challenge | South China Morning Post Opinion | From splash to backlash: in defence of the ice bucket challenge | South China Morning Post](https://cdn.i-scmp.com/sites/default/files/styles/1200x800/public/2014/08/28/ice_bucket-01.jpg?itok=pb8rF3YE)
Opinion | From splash to backlash: in defence of the ice bucket challenge | South China Morning Post
![Our limited generosity is being wasted on the ALS Ice Bucket Challenge | The Independent | The Independent Our limited generosity is being wasted on the ALS Ice Bucket Challenge | The Independent | The Independent](https://static.independent.co.uk/s3fs-public/thumbnails/image/2014/08/20/16/bush-ice-bucket.jpg)
Our limited generosity is being wasted on the ALS Ice Bucket Challenge | The Independent | The Independent
![Ice bucket challenge backlash fails to dampen the spirits of British charity | Charities | The Guardian Ice bucket challenge backlash fails to dampen the spirits of British charity | Charities | The Guardian](https://i.guim.co.uk/img/static/sys-images/Guardian/Pix/pictures/2014/8/30/1409410448970/Jockey-Frankie-Dettori-an-011.jpg?width=465&dpr=1&s=none)
Ice bucket challenge backlash fails to dampen the spirits of British charity | Charities | The Guardian
![Motor neurone disease and how the Ice Bucket Challenge threw Stephen Hawking's illness into the spotlight Motor neurone disease and how the Ice Bucket Challenge threw Stephen Hawking's illness into the spotlight](https://www.telegraph.co.uk/content/dam/news/2018/03/14/TELEMMGLPICT000157375118_trans_NvBQzQNjv4BqRbhc5V7kUtrB_UgV-vALC0CwhtkU09WXyoXXW_N-mUs.jpeg)