Cancer Research UK unveils digital 'do' button

The button leads to a micro-site, #ActNowForResearch, which generates a random action the user can carry out to support the charity

CRUK 'do' button
CRUK 'do' button

Cancer Research UK has unveiled a digital ‘do’ button designed to encourage social media users not just to ‘like’ or ‘tweet’ something, but to take action.

The button, launched today as part of the charity’s awareness-raising campaign about the importance of research in beating cancer, appears alongside other social media icons on websites and blogs.

When pressed, it leads to a micro-site, #ActNowForResearch, which generates a random action the user can carry out to support CRUK.

Suggested actions range from the traditional, such as donating clothes to a CRUK shop or signing up to Race for Life, to the more unusual, including uploading a selfie with #ActNowForResearch written across your forehead or donating a pound for every cat picture you email in a week.

Users are encouraged to share the action across social media to inspire others to visit the site.

Natasha Hill, brand director at CRUK, said: "We’re really excited to be the world’s first charity to create a ‘do’ button. Although #ActNowForResearch is designed to be fun by creating actions that might be a bit out of the ordinary, it has a serious message at its heart – that collectively we can all take action that will help CRUK beat cancer sooner."

The button can be uploaded to websites through the open-source blogging tool WordPress.

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