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The media is reaching saturation point in its coverage of the ice bucket challenge. But what has actually been achieved? The format is simple – somebody has water, often full of ice cubes, dumped over their head. They then nominate people they know to undertake the same challenge. There have been in excess of 2.4 million ice bucket-related videos posted on Facebook, and 28 million people have uploaded, commented on or liked ice bucket-related posts.

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