Why Red Nose Day was no Ice Bucket Challenge

Celebrities came out in droves last night for the televised Red Nose Day fundraiser event. But in a viral climate that favors “authentic” experiences, the very notion of a telethon has taken a backseat to more organic social media movements. “The telethon has been replaced by the individualized community experience,” said Matt Waghorn, director of communications planning at Huge.Read the full article