concept the Challenge benefited from was its ripple effect, inspiring features for articles, such as The Guardians "10 More of the Best Celebrity Takes on the Ice Bucket Challenge." Despite its marketing success, critics suggested that the ease of repeating the challenge's spiel do not increase awareness of what the disease actually does and who it is so harmful to. The success of the challenge prompted the Muscular Dystrophy Association, which also raises funds to combat ALS, to discontinue its long-running annual telethon, the MDA Show of Strength, after the 2014 edition, stating that the Ice Bucket Challenge prompted the MDA to reevaluate how it can connect with the public. In 2017, Frates published a book about the Ice Bucket Challenge detailing his own experience with ALS as well as his involvement in the social movement. Half of the proceeds will go to the Frates family. Revivals 2015 On August 1, 2015, a group of ALS organizations in the United States, including the ALS Association, relaunched the Ice Bucket Challenge for 2015. The group said they intended to rerun the campaign "this August, and every August, until there's a cure (for ALS)." "We have to finish what started last summer: every August until there's a cure," said Barb Newhouse, President and CEO of the ALS Association. The 2015 campaign received the support of Major League Baseball, with each club due to organise its own branch of the Challenge and then nominate another franchise, along with two other local organizations or personalities, to participate in the Challenge. "We are so thrilled and grateful to have every Major League Baseball team supporting us this year," commented Frates. Celebrity participants in the 2015 challenge included Massachusetts governor Charlie Baker who took the challenge while wearing a "Free Brady" T-shirt (calling for the lifting of the suspension given to Tom Brady of the New England Patriots over Deflategate), Bieber once again, actor Hugh Jackman (belatedly in early September 2015) and actress Renee Zellweger who, in response to criticisms of the challenge for wasting water in drought conditions, used water from a drinking trough in a horse stables while standing in the trough to ensure every last drop was recycled back into its original source. President Barack Obama also received another nomination, this time by former New Orleans Saints player Steve Gleason (himself diagnosed with ALS). Republican presidential candidate Donald Trump, despite having done the