The Human Rights Campaign (HRC) on Marriage Equality offers another example of how slacktivism can be used to make a notable difference. The campaign urged Facebook users to change their profile pictures to a red image that had the following symbol in the middle: =. The logo symbolized equality and if Facebook users put the image as their profile photo, it meant they were in support of marriage equality. The campaign was credited for raising positive awareness and cultivating an environment of support for the marriage equality cause. This study concluded that, although the act of changing one's profile photo is small, ultimately social media campaigns such as this make a cumulative difference over time. Types Clicktivism The term "clicktivism" is used to describe forms of internet-based slacktivism such as signing online petitions or signing and sending form letter emails to politicians or corporate CEOs. For example, the British group UK Uncut use Twitter and other websites to organise protests and direct action against companies accused of tax avoidance. It allows organizations to quantify their success by keeping track of how many "clicked" on their petition or other call to action. The idea behind clicktivism is that social media allows for a quick and easy way to show support for an organization or cause. The main focus of digital organizations has become inflating participation rates by asking less and less of their members/viewers. Clicktivism can also be demonstrated by monitoring the success of a campaign by how many "likes" it receives. Clicktivism strives to quantify support, presence and outreach without putting emphasis on real participation. The act of "liking" a photo on Facebook or clicking a petition is in itself symbolic because it demonstrates that the individual is aware of the situation and it shows their peers the opinions and thoughts they have on certain subject matters. Critics of clicktivism state that this new phenomenon turns social movements to resemble advertising campaigns in which messages are tested, clickthrough rate is recorded, and A/B testing is often done. In order to improve these metrics, messages are reduced to make their "asks easier and actions simpler." This in turn reduces social action to having members that are a list of email addresses, rather than engaged people. Charity Charity slacktivism is an action in support of a cause that takes little effort on the part of the individual. Examples of online charity slacktivism