How Effective Is the Ice Bucket Challenge in Raising ALS Awareness?

It's more than just #clicktivism

Facebook, Twitter and Instagram have been flooded over the past two weeks with an onslaught of #IceBucketChallenge videos. Participation is very simple: Pour ice water on yourself and film it within 24 hours of receiving an invitation, or donate $100 toward ALS (Amyotrophic Lateral Sclerosis) research.