The ALS Association has filed an application to trademark the term ‘ice bucket challenge’ a move that could stop other charities using the phrase. The viral campaign has
become popular in both the U.S. and the UK. In the U.S., that donation has tended to go to the ALS Association, which has raised in excess of $94m dollars -- more than it raised in the whole of 2013.
In the UK both the Motor Neurone Disease Association (MNDA) and Macmillan have raised more than GBP£3m.
Read the whole story at Marketing Week »
