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While not a traditional "story," the ALS Ice Bucket Challenge succeeded because it connected a fun action to a specific, tragic reality. However, its longevity came from the survivor stories that followed. As celebrities dumped ice on their heads, they invariably tagged a specific person battling ALS. The campaign worked because the fun generated millions of clicks, and those clicks led to videos of survivors like Pat Quinn and Pete Frates, who explained exactly what the money would fund. The result? $115 million for research and the discovery of a new gene associated with the disease.

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Never extract a story and ghost the survivor. Campaigns must invest in the wellbeing of their storytellers. This might mean paying speaking fees (survivors have bills too), offering free therapy, or creating a private support group for all featured survivors. While not a traditional "story," the ALS Ice

Ethical campaigns adhere to three core principles: The campaign worked because the fun generated millions