The Ice Bucket Challenge and Moral Licensing

I am sure everyone has seen  numerous videos of friends, relatives and celebrities being doused with ice-cold water in the name of challenging others to do the same or make a donation to fight ALS-amyotrophic lateral sclerosis (Lou Gehrig's Disease). The cause is noble, of course and while some critics have denounced the act as narcissistic "slacktivism" there are others who have offered a critical and reasonable concern about the latest cyberfad.

Don't worry, I don't have ice coursing through my veins, but perhaps I am a bit of a cynic. How many people who pour cold water on themselves actually make a donation? The premise of the fundraiser is to either make a contribution of $100 or have water poured on you. Amidst the jocularity and e-camaraderie that we have seen with these Facebook exhibitions, a sense of perspective and in a way empathy is lost. People seem to have forgotten about those who lack water. How would residents of Detroit, battling a water shortage respond to the ALS fundraiser? I am sure in countries suffering through droughts could not care less about the Facebook antics of Internet denizens.

William MacAskill, research fellow at Emmanuel College, Cambridge, has written an excellent article highlighting unexamined consequences of the ice bucket challenge. He notes that money contributed to the ALS through this challenge is funding denied to other charities. I am ambivalent about this, but his next observation is spot on. He describes another trend, "It's called moral licensing; the idea that doing one good action leads one to compensate by doing fewer good actions in the future." Many people seem to think that by making a contribution they have cleaned their soul and they do not have to do anything cause-worthy for a while. Does moral licensing permeate all the ice cubes that shower down on willing participants? Perhaps.

 

I think MacAskill says it best when he makes the case for more active and regular involvement in ONE or TWO causes; to become more knowledgeable and familiar with the issues and challenges. How many of the ice bucket participants know the details and challenges of ALS? Are any of them even aware that many people in our country are without water as they (the ALS fund raiser participants) undergo an ice shower? 

While it is extremely impressive that so much money has been raised for ALS research, it would be better if this were more than a one-time fad that will make the VH-1 highlight reel when the program visits the year 2014.