Home  › Social › Social Media
i-care

MTV Deploys DDB 'I Care' Button for Social Causes

  |  April 9, 2012   |  Comments

Brands can employ the button to encourage clearer user engagement around complex issues.

DDB New York has introduced an "I Care" button that's designed to create more straightforward user expression regarding complex issues, working via Facebook and other social platforms.

In an email to ClickZ, DDB said the I Care effort is an answer to brands that want to rally around social causes but feel Facebook's ubiquitous "like" button can manifest confusing sentiment. The ad agency used the Kony 2012 movement as an example of a recent cause where "liking" posts may not send the clearest message.

MTV is the first brand to deploy DDB's I Care button, utilizing it via the brand's Voices online section promoting self-confidence. The button appears alongside digital toggles for Facebook Like, Twitter Tweet, and Google +1. Viewers who click I Care on MTV's pages are then asked to share it with their Facebook friends, "to raise awareness."

Anyone - not just DDB clients - can embed the I Care button on a website. Facebook began allowing developers to create action verbs, or alternatives to "likes," in January.

DDB's I Care button aligns with the firm's pro bono work in early spring. On March 22, the agency unveiled "Water Is Life", an offline interactive project in New York City addressing drinkable water problems and timed with World Water Day.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...