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 Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

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

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...