Citizen creates social media action button for Cancer Research UK

Citizen has teamed up with Cancer Research UK to introduce a dedicated social media icon that will encourage people to support the health charity's research.

The digital 'Do' button can be installed on various website using a WordPress plugin or a simple piece of Javascript code and appears alongside other social media icons – such as Facebook's Like button – on websites and blogs.

When clicked, the action button directs users to a #ActNowForResearch challenge generator, which provides them with an immediate way to engage with support Cancer Research UK's work.

These challenges range from the traditional to the humorous, such as donating clothing to a Cancer Research UK charity shop, or making a financial contribution based on the number of cat photos emailed in a week.

Joe Sinclair, creative director at Citizen, said: "By creating a new social icon to sit next to the familiar icons of Facebook and Twitter we're aiming to capture people's curiosity and in doing so, get them to 'Do' something for Cancer Research UK."

The agency also has experience of working with famous brands such as Procter and Gamble, Bacardi, Sony, Dr Oetker, AutoTrader and Barclays Cycle Hire.