Into the cold water for a good cause
Into the cold water for a good causeA sensational game has been doing the rounds on Facebook for a few months now. Someone shoots a video of themselves jumping, mostly clothed, into a cold, dirty body of water at this time of year. The person then nominates three friends who have 48 hours to do the same, otherwise they have to pay the person who nominated them a crate of beer.A veritable wave has swept across Switzerland. Private individuals, celebrities, athletes and politicians are jumping into the spring-like cold water and nominating other people. And the press is grateful for the many funny videos and eagerly reports on them.What is the origin of this action, which shows once again that such stories have to be told at the right time. If the campaign had been launched in winter, no one would jump into the water, but if it took place in summer, it would not be a test of courage and therefore not worthy of attention.The campaign was originally launched in the USA at the end of March with the aim of collecting donations for cancer sufferer Landon Shaw from Missouri (#plungeforlandon). When the campaign spread to Europe and Switzerland, it lost some of its original purpose. However, the original campaign is repeatedly referred to and appeals for donations are now also made to national organizations such as the Swiss Cancer League. Media spokesperson Cathy Maret confirms that they are aware of the campaign and that various donations have been received in relation to the Facebook campaign.Even companies like Cablecom are getting involved, going into the deep end and donating substantial amounts to the Cancer League. The Cancer League is naturally delighted with these donations and the media coverage. Nevertheless, it cannot endorse the campaign unreservedly, because as likeable as it is in principle, it can also be dangerous if the participants become careless or overconfident. Accidents have already happened.
Reto Baumgartner is the owner and managing director of MySign AG and is primarily involved in digital branding.
