BMI Elite takes the Ice Bucket Challenge, raising Over $3,000 for ALS Research

The full-service, Floridian marketing agency BMI Elite, recently decided to arrange a company-wide Ice Bucket Challenge earlier this week, raising over $3000 for the ALS Association in the process. The Ice Bucket Challenge is the latest 'nomination' challenge to make waves on social media, only unlike the moronic 'neck nominations', this particular challenge is a far more benevolent proposition.

The only caveat to the challenge is that if those nominated refuse to comply, they must make a donation to the ALS Association

The challenge involves nominating somebody through social media to be filmed pouring a bucket of ice water over their heads, upon completing the task, the cold, soggy participant must then pass on the nomination. The only caveat is that if those nominated refuse to comply, they must make a donation to the ALS Association, the nonprofit organisation that raises money for research and advocacy on issues related to ALS (amyotrophic lateral sclerosis), known more commonly as Lou Gehrig's disease. The challenge has become a genuine global phenomenon, and has been attempted by countless media figures and celebrities. Even the President of the United States himself, Barack Obama was nominated, though he (perhaps wisely) chose instead to donate $100 to the campaign personally.

Brandon Rose taking the “Ice Bucket Challenge”

Brandon Rose, BMI's founder and CEO was issued the challenge last Friday in the parking lot of the agency's offices, which are based in Boca Raton in Florida. Instead of passing the challenge onto three other individuals, however (as is customary), Rose instead nominated his entire agency, asking them to either follow his lead or donate to the ALS Association. On Monday this week (the 18^th), the agency's employees took their boss up on the challenge, requiring 300 pounds of ice to fill everyone's buckets. Before the soaking commenced, president Dan Lansman spoke into the camera and nominated three other local companies to take the challenge within the next 24 hours. Whether or not this will catalyse a state-wide epidemic of similar company-wide Ice Bucket Challenges is yet to be seen.

Before the soaking commenced, president Dan Lansman spoke into the camera and nominated three other local companies to take the challenge within the next 24 hours

As well as their fundraising for the ALS Association, BMI are also currently raising money for the American Diabetes Association and will be participating in the annual Step Out: Walk to Stop Diabetes run in October. The company has also held toy drives for children over Christmas, and food drives to help feed the hungry. The rapidly growing company was named as one of the “Best Companies to Work For” by Florida Trend Magazine for two consecutive years, and with such a charitable spirit at its core, I can certainly see why.

The entire BMI office taking the “Ice Bucket Challenge”

Whilst the entire company went through with the challenge, many employees are still willing to make personal donations to the cause, and the company itself will be donating $2,500, equalling $3,000 overall. If the social media community gets onboard, this could start a real trend and make potential millions for the association, supporting continued research into the disease. WME, the talent agency, were the latest agency to accept the challenge and many more are expected to follow suit over the coming weeks. Rosen said "I think it's really great that we were able to do this and get other companies involved to support such a great cause. We at BMI are always looking for ways to give back."

Official BMI Elite Website

Official ALS Association Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He has yet to be nominated for the Ice Bucket Challenge but is open to the idea.