SOURCE: EffectiveUI


November 08, 2011 10:30 ET

EffectiveUI and 15 Million Elephants Help 'Fight the Famine' in East Africa With Action Emblem

"Fight the Famine" Action Emblem Is Part of the 50/50 Project to Raise £1 Million for Africa's Worst Famine in 60 Years

DENVER, CO--(Marketwire - Nov 8, 2011) - EffectiveUI, an award-winning user experience agency, has joined forces with 15 Million Elephants, a social enterprise focused on using technology to support the missions of non-profit organizations, to develop a digital awareness and fundraising application: the "Fight the Famine" Action Emblem. The application is part of the 50/50 Project, which called for digital agencies to create 50 projects in 50 days that would raise £1 million for famine relief in East Africa.

Funds raised through the "Fight the Famine" emblems go directly to UNICEF, which has stepped up its efforts to provide aid to those in need in the Horn of Africa. According to UNICEF, an estimated 13 million people are at risk, and tens of thousands have already died. To donate to the cause and display the emblem, visit

Action Emblems: The "Digital Bracelet" for a Cause
Action Emblems, created by 15 Million Elephants and developed in partnership with EffectiveUI, are digital symbols that non-profit supporters can display in their digital communications, including Facebook, email, blogs and websites. Similar to a cause-related wristband or ribbon seen in the physical world, Action Emblems create visibility and awareness for a cause online. Unlike bracelets or ribbons, however, the emblems provide the unique ability for people to immediately take action by clicking on the emblem to make an online donation and/or become an instant ambassador for the cause by adding the emblem to their digital communications.

"Non-profit organizations have had a hard time with social media because it's not tangible like a ribbon, lapel pin or bracelet, which is a common way to raise awareness," said Jason Manke, who drives social media strategy to fundraise for more than 100 non-profit organizations in his role as media director at Community Shares of Colorado. "Action Emblems shift the medium from one's physical self to one's digital self -- focusing not on what people could wear, but rather on what their Facebook pages, email signatures, and websites could display."

Technology for Good
According to Pingdom, there are nearly two billion email users sending an average of 17 emails per day (excluding spam). This led the team to focus on email integration as a critical component to the Action Emblems. The development team built a solution that automatically adds the emblem to email signatures, while also adding "Emblem On" and "Emblem Off" buttons to the compose-mail interfaces of Outlook, Gmail, Hotmail and Yahoo! Mail, making it easy for supporters to decide when to include the emblem in their communications.

A mobile-optimized version of the experience features the ability to add the emblem to Facebook and Apple's iOS Mail.

"When we heard about the 50/50 Project, we knew that the emblem could achieve widespread awareness for a cause that needs more visibility," said Anthony Franco, president, EffectiveUI. "Our team contributed to an application that we hope will bring fundraising power to the online world, not only changing the way non-profit organizations reach donors, but also the way people show support for their cause. We're proud to be part of 50/50, working alongside other leaders in the digital world to help support relief efforts for the crisis in Africa."

EffectiveUI will match funds raised through the Fight the Famine Action Emblem.

About EffectiveUI
Founded in 2005, EffectiveUI simplifies complex experiences, bringing value to people's lives. By researching and articulating user needs, our team of customer insight, design and development experts create custom applications that improve digital interactions and enhance emotional engagement with a company and brand. Focusing on customer insight, EffectiveUI has worked with some of today's top companies -- including AAA, Boeing, National Geographic, Discovery Channel, eBay, GE Health, Navy Federal Credit Union, CenturyLink, TIAA-CREF and American Greetings -- to provide a strategic vision and to increase revenue, brand awareness, customer loyalty and usability.

To learn more about EffectiveUI, visit, send an email to or call 888-310-5327.

About 15 Million Elephants
15 Million Elephants is a social enterprise that provides people with a highly effective way of promoting worthy causes through Action Emblem digital symbols, thereby giving nonprofits and non-governmental organizations a better way of raising awareness and funds. The organization has launched a pro-bono public beta of its 'Fight the Famine' Action Emblem, which is raising awareness and funds to support famine relief in East Africa. The company name comes from "On the Origin of Species," the seminal work of Charles Darwin, who wrote about 15 million elephants in explaining the power of exponential growth.

In mid-November, 15 Million Elephants will present the "Fight the Famine" Action Emblem application at Silicon Valley Comes to Oxford -- Europe's most prestigious entrepreneurship forum.

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