It will send you a text message with the name of a person who just died from ALS.
You'll get a new message every four minutes.
That's every four minutes all day. During breakfast. During conference calls. Through lunch. During meetings. Every four minutes your dinner will be interrupted with the news of another death.
Turn on your phone after a 3 hour flight, and you're looking at 45 names of people who just died. You may have five more messages when you get out of the shower. And 30 more people are gone in the time it takes you to mow the lawn.
ALS doesn't take weekends off. During an hour at church you get another 15 new names. And after a concert, there may be 50 more.
It won't stop while you sleep. Every four minutes. After a blissful night of sleep, you'll wake up to over a hundred new names of people who died while you snoozed.
Every four minutes.
And for those waiting until October for a meeting where you will work on a plan for the #ALSIceBucketChallenge windfall, you will have been informed of over 10,000 new deaths before you've invested a dime in new ALS research.