Creative Direction, Logo Design, Strategy, Naming, Creative Campaign Concept through Execution

How do we transition a lightning in a bottle activation that was the 2014 Ice Bucket Challenge into an ongoing movement that produces a sustained and growing base of donors and ALS champions?

While the Ice Bucket Challenge had insanely high-awareness, it didn’t create a long-term connection to the cause. Everyone knew about the bucket, so we decided to fill the buckets rather than dump them.