Charity Draws Fire for Ad Invoking Ice-Bucket Challenge

The Motor Neurone Disease Association, which saw donations skyrocket as a result of the ice-bucket challenge, is drawing criticism for a new advertising campaign linking the neural condition and last summer's charity craze, reports The Independent.

The ad features Michael Smith, a 34-year-old man who was recently diagnosed with the illness, and is captioned, "Last summer, I was the only person I knew that didn't do the Ice Bucket Challenge. Five months later I was diagnosed with Motor Neurone Disease."

Online critics questioned the tone of the ad and said the juxtaposition of Mr. Smith's diagnosis and his non-participation in...