{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

DDB Worldwide has unveiled an ‘I Care’ button for Facebook, pitched as a more appropriate way to show support for charitable causes than the social network’s ever-present ‘Like’ alternative.

The world's first ‘I Care’ button is now live on MTV’s Voices hub, following a period of beta testing.

MTV describes the site as “an international platform that highlights socially positive and inspirational content produced by a select team of global correspondents, international and local music artists and MTV's audience”.

DDB has created a separate site at icare-movement.com, which will in time aggregate the use of the ‘I Care’ button and reflect the “most cared about topics worldwide”.

Via the site, the code for the button is being made available to websites to embed alongside their content.

DDB New York CCO Matt Eastwood said that the agency believes that creativity can change the world for the better.

This was an unsolicited project that we felt represented an opportunity to fill a void in the online social community and we are greatly looking forward to seeing the "I Care" button proliferated and, ideally, convert awareness and engagement into action."

Vikki Chowney

Published 10 April, 2012 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

249 more posts from this author

Comments (2)

Ashley Friedlein

Ashley Friedlein, Founder, Econsultancy & President, Centaur Marketing at Econsultancy, Centaur MarketingStaff

This is a very interesting idea and initiative. I think it is part of a broader trend towards making the web not only direct/transactional but more human/emotive/storytelling/experiential/brand-y. Creates all sorts of interesting data points too (for 'social CRM') which are attitudinal/preferential.

over 4 years ago

Vikki Chowney

Vikki Chowney, Head of Social at TMW

Agreed, also reflects Facebook's own views on interaction - given the 'new verb' developments last year.

over 4 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.