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Do Challenges for Charity
By: Dwayne W. Waite Jr.
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Think Jackass, but for a cause.

There is a new site coming out of Israel called Moolta.com, and it has a goal to get people to challenge others to do crazy challenges in an effort to raise money for different charities. The challenges on the site vary; one could be dared to shower in a public place, do the milk "gallon-challenge," the cinnamon challenge, or something as simple as singing your order at Starbucks.

The promotional video for the site is below.

Will it succeed? Hard to tell. At least the money raised for each challenge goes to charity. But it might be a little tough to get people to do something silly for charity. But who knows? We're sure that we all know a couple of people who have done worse things for less. So if they have a charity dear to their heart, and they don't mind a little online fame, this might be their calling.

We can see this get really out of hand, for on the site itself there doesn't seem to be any rules about what kind of challenge one can offer; you would just like to hope that social proof reigns supreme and the dangerous, illegal, or gross challenges fail to raise any money.

For brands and charities, this could be a cool way to mobilize your fans and audiences; offering challenges that deal with your products and services and getting people to post your stuff online, while giving the prize money to either the people or a specific charity.

We shall see.

h/t AdLand.tv

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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