Social media users offended by new campaign linking those who don't fundraise with developing a terminal illness
The English charity that benefitted from last year’s ice bucket challenge has come under fire for publishing an advert implying that a man who didn’t take part developed motor neurone disease as a consequence.
Michael Smith is shown in The Motor Neurone Disease Association’s latest advert aslongside the words: “"Last summer I was the only person I knew who didn’t do the ice bucket challenge. Five months later, I was diagnosed with motor neurone disease."
The campaign centres on real people who were diagnosed with the condition in the wake of the ice bucket challenge.
It has led to outrage on social media with many tweets saying the advert makes the link between not supporting the cause and getting the disease.
One Twitter user wrote: "That might be the worst piece of copy I have ever read. Poor, poor form."
In another tweet – which has been retweeted over 50 times – Ryan Nelson asks: So wait…what’s the message here? Karma?
And Sarah Woolley tweeted:
Graham Abrey wrote:
Another tweet said angrily: "Do the ice bucket challenge OR ELSE. Because potential donors love being threatened."
Chris James, director of external affairs at the MND Association, said the material had been rigorously reviewed before being released and apologised for any offence caused.
"It was certainly not our intention to cause any offence," he said. "As we always do with our campaigns, we put people with MND at the centre of them. In this case it was Michael talking about his story in his own words.
"At no point did anyone involved in the poster campaign development think that bad karma would be the interpretation of Michael’s poster quote.
He added: "It’s a fact, poignant and ironic, but there was certainly no implication of bad karma and we've been somewhat surprised by that initial response on social media."
The charity raked in over £7m in just three weeks last year via the challenge while other charities, such as Water Aid and Macmillan also cashed in.
In Scotland the main beneficiary was MND Scotland, which is an entirely seperate organisations to the MND Association.
Michael Smith issued a joint statement with his wife saying they were proud to be part of the campaign.
They added: "We are shocked that anyone can think that an advert, let alone one that supports and helps people with motor neurone disease, would suggest you deserve a terminal illness for not doing a viral fad, and it says more about them."
