Why I’m saying no to the ice bucket challenge

First, well done to all those who have undertaken the ice bucket challenge. Genuinely. Especially the young people.

I want to explain my personal reasons why I’m not doing it, despite being nominated. I was originally nominated by a top bloke who I did the C2C bike ride with a few months ago and I was chuffed. hope he doesn’t think I’m having a go at him. He’ll get me to swim the channel next!

But despite the good-natured fun the whole thing makes me uneasy. Not the cold water thing, that’s fine. It’s more to do with what happens when you want to say no. It’s difficult to say no to this and any social trend that is difficult to opt out of you should at least question. If I decline I look like a killjoy or like I’m criticising my friends (and their kids) who have already done it. I really don’t want to offend people I care about but anything like that becomes self-perpetuating and begins to feel coercive, even though that was never the intention of the person doing the nominating.

But it’s for charity? Yes, giving to charity is A Good Thing but that doesn’t override my unease. It’s another reason people might feel guilty for saying no. Why not get to know a charity. Find out about its work and aims. Set up a direct debit and start a relationship with them. That’s sustainable. I don’t think ice buckets create a culture of giving.

And, where does it stop? If each person nominates 3 more that means this could go on way after people have forgotten the reason why it started. So, the chains have to break somewhere: one might as well break with me.

This has the makings of a trend. Not the ice bucket challenge, that’s just an example. Neknominate was another and that didn’t end well for a few people. Take out the social media and charity elements and it’s a good old fashioned chain letter as my colleague reminded me today. I can already feel marketing teams dreaming up ways to spark the next ice bucket challenge to build awareness of their brand.

Oh, look. It’s started already.

So, there will be more of these in the future. By saying no now I want make it easier to say no later. The point is it’s fine if you want to decline the challenge, whether you’ve got a strong reason or not.