Earlier in my career, when I focused on healthcare PR, clients had a consistent response when we asked what success would look like for them.

"We'd like press coverage - loads of it to raise awareness.  Like the Viagara launch."

Like Viagara. The first product for, well, you know. We were talking about a statin or maybe an antacid. 

No matter.  A new standard had been set. 

Fast-forward to 2014 and the Ice Bucket Challenge, a social media phenomenon that raised $220 million for ALS organisations around the world. 

A new standard had been set.  Or had it? 

Nothing has come close it to its success since, although many have tried. 

Wonder why that is?