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.