Sometimes gimmicks pay off

The Ice Bucket Challenge was the gimmick of 2014. It was a simple gimmick; people (17,000,000 in this case) poured cold water over themselves and posted the video on social media. The aim of the gimmick was to raise money to fight ALS. The gimmick was successful in raising money, $115,000,000. And the money has funded six research projects. One of these projects has identified a gene, NEK1, which appears to hold considerable promise.