Unicef decided to give people on the internet an option to prove their humanity in a more human way than the usual “i’m not a robot” button. In partnership with the site of Estado de São Paulo, one of the main newspapers in Brazil, we added a new button to the usual verification button, transforming it in a new kind of media: the "I'm Human" button. When people clicked it, they were invited to show what makes them truly human through a donation to Unicef.

First, we created the user interface and programmation that would allow the new button to appear under the regular one in the newspaper website. All thought out to interfere the least possible in the user's navigation, while connected to Unicef's limited donation platform. Then, side by side with Estado.com, we detailed where and when in their website the button would appear. After that, we started testing the button both on Estado.com's and Unicef's platforms. When everything was functioning correctly, the button was finally installed and visible for readers.

The project was implemented last april 30th and we are still gathering the results.

Based on Estado.com traffic data, we can estimate up to 100.000.000 page views a month.