The “ice bucket challenge” is back.
After debuting more than 10 years ago, the viral internet trend that inspired millions of people to douse friends and family with ice water and bring awareness about ALS returned recently, this time with a focus on mental health.
The initial movement brought in donations of more than $115 million for ALS research in the summer of 2014 while underscoring the power of social media and R&D fundraising opportunities for the pharma industry. The ice bucket challenge didn’t promote development for any specific drug, but it highlighted how social media can be leveraged and create conversations through unconventional or unbranded marketing tactics.
Social media could become an even more important marketing source if direct-to-consumer rules shift under HHS Secretary Robert F. Kennedy, who has called for a ban on pharma TV ads.
Pharma…