I CARE
Embedded Button
Issue 23 | May 2012
Agency
DDB NY
Creative Team
Chief Creative Officer: Matt Eastwood ; Executive Creative Director: Menno Kluin; Copywriter: Katie Riddle; Art Director: Rachel Newell, Stacey Averbuch; Head Of Digital Production: Paul Sundue, ; Developer: Tony Seing, Dan Miller ; Producer: Teri Altman ; Senior Broadcast Designer: Rick Sabatini; Sound Editor: Chris Bonanni; Digital Producer: Audrey Aloi; Motion Graphics Artist: Pablo Carrasco
Date
March 2012 - present
Background
The concept for the I Care button formed after the devastating earthquake hit Japan. DDB noticed users online wanted to show support for the victims but felt it was inappropriate to click Facebook’s ‘Like’ button.
The agency was prompted to think of a new way for people to express support for social issues, natural disasters and charities in a simple and sharable way.
Idea
This unsolicited project led to a simple I Care button for facebook as an alternative to Like.
The agency’s digital team crated an open platform website that gives users access to the button’s embedding code. It’s available at www.icare-movement.com for any individual, company or organization to copy and place on their own site. Once a site has the button, visitors can click to raise awareness for topics they care about.
Results
Within 24 hours of launching with MTV Voices, the I Care button received over 275,000 digital impressions, 30,000 site visits, and over 100 users signing up to get the embedded code. Media outlets, including Huffington Post, Fast Company, Creativity Online and Best Ads on TV also picked up on I Care.
The button’s potential reach is exponential with the possibility of being on countless sites worldwide.
The plan is for I Care to keep track of all clicks received so icare-movement.com can showcase the things people truly care about worldwide with a trending topics section.
Our Thoughts
Similar to last year’s WWF non-printable file format, it’s fantastic when our industry creates a positive twist to the everyday technology we use. This one’s so simple and pervasive, it should inspire a variety of further ideas to make it more meaningful.