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At first the Facebook by TBWA campaign may seem like a parody of the 'Like' feature used on the leading social media website. It becomes quickly apparent, however, that it is much more than that. It is an ad campaign cautioning Facebook users to be aware of their actions online. A simple click of the button can cause quite a bit of trouble. For instance, one poster reads, "Your like can ignite a riot" while another states, "Your like can hurt someone's feelings."

Art directed and illustrated by Pankaj Bhagat, the Facebook by TBWA campaign has been created in reaction to political unrest and violence in Assam. Although many other cities and countries don't have to worry about such consequences, it can never hurt to be more conscious of how interactions on social media can change lives.