Not all Likes are created equal.

If you’re a Facebook junkie (or even a casual user), you’ve undoubtedly come across compelling posts where the “Like” button just doesn’t make sense–a horrifying picture of a natural disaster, say, or a photo of a war-torn village. For those times, ad agency DDB has created the I Care button, an alternative to “Like” that simply tells people you care.

The idea for “I Care” came in 2010 when a handful of DDB employees began discussing how it seemed inappropriate to click “Like” when looking at disaster photos. “‘Like’ seemed like such an inappropriate thing to be saying when so many people were suffering,” explains Matt Eastwood, chief. “We thought, shouldn’t there be something else that helps people say I care about this but it’s not something I like?”

MTV is currently using the button on its socially-conscious Voices platform, where users now have the option to Tweet, Like, +1, or click I Care. “They cover some pretty gnarly issues. This is something I think that people are really crying out for and don’t know they need it until they see it,” says Eastwood.creative officer at DDB.