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The ALS Association’s “Ice Bucket Challenge” is a great example of a P.R. campaign that went viral. The P.R. firm created a social media challenge that asked people to dump a bucket of ice water on their heads to raise awareness for ALS. The challenge went viral, resulting in millions of people participating and raising millions of dollars for the ALS Association. This campaign is an excellent example of how a P.R. firm can use social media to create a viral campaign that raises awareness and funds for a cause.