Real challenge is beyond ice buckets

However, many people have criticized the campaign for its excessive commercial and entertainment elements, with some netizens complaining that some celebrities are using it for self-advertisement. Hong Kong singer G.E.M., for example, has been criticized for causing something of a sensation because her shirt became almost see-through after she was drenched with ice water. And Lei Jun, CEO of Xiaomi Technology, has received netizens' flak for combining his act of charity with business promotion - Lei followed up the Ice Bucket Challenge with a lengthy description about his company and its products.

While confirming the positive role played by the charity campaign in raising public awareness about ALS and people suffering with the disease, the Ministry of Civil Affairs has expressed concerns over its excessive entertainment and commercial elements, and called on people to pay greater attention to the real issue.

Some people in the country's drought-hit regions have protested against the "waste of water" in the campaign. A dozen farmers in Henan province, facing the worst drought in decades, stood with empty water containers in front of a Buddha statue and shouted, "we want water", to protest against the "waste of water" by those taking the Ice Bucket Challenge.

ALS is a degenerative disease and medical science still has no cure for it. China has an estimated 100,000 ALS patients and the expensive treatment for the disease fees has put many families in financial doldrums.

The participation of celebrities in the charity campaign will certainly help increase donations for research into ALS. But instead of using the campaign as a one-off occasion to increase their popularity and earn some brownie points from the public, conscientious celebrities should make such issues part of their long-term campaigns. And that would be their real contribution to the fight against debilitating diseases and other problems facing society.

The author is a writer with China Daily.