 In announcing the end of the telethon's 49-year run, MDA President/CEO Steven Derks noted the move was influenced by "the new realities of television viewing and philanthropic giving", noting the viral success of the Ice Bucket Challenge that built awareness and funds to combat amyotrophic lateral sclerosis.Instead, MDA will focus on "new, creative and organic ways" to raise support for the organization and its mission, including mobile and digital media.In 2016, Lewis broke a three-year silence by appearing in an online video endorsing MDA's redesigned web site, declaring that the work MDA started must go on.