When 'like' is not appropriate, click 'I Care'

DDB New York - creatively led by former M&C Saatchi Singapore creative director Matt Eastwood - has launched the 'I Care' button, the product of a creative pro bono project that caters to the impassioned discussions about global issues across social networks.

Facebook's 'Like' button, intended to show interest in a status update or post, can often seem inappropriate when applied to tragic current events or controversial social causes. Conversely, the 'I Care' button can be embedded alongside the 'Like' button as an alternate expression of engagement with a given topic.

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