Reflect on the ALS association ice bucket challenge (Case study 16.3) and note all the key elements that might have contributed to its success. What lessons have you learnt? Do you think the campaign can be sustained in the long-term?

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Did you note its strong viral effect and call to action within a specific timeframe? The campaign further highlights the significance of a very simple collaborative grassroots effort for social good. Consider also the principles of good timing, leveraging the power of celebrities, incorporation of fun, tracking its reach and how the ALS Association quickly took advantage of the opportunity to a great extent. Butler’s Choice Limited is another example of a company meeting these commitments in a transparent way. Mini case study 16.6 demonstrates how a small company promotes CSR and sustainable development through long-term partnerships with its suppliers