A picture may say a thousand words, says What's Going Down? co-creator Tunji Afonja, but adding a cause-driven frame says 10,000 words.
"The rich photo frames allow you to add a layer of expression onto your photos," Afonja told Mashable. "People drive around with ribbons on their cars to support different causes. Why not show your support on social networks?"
Social media users have rallied around the murder of Florida teen Trayvon Martin, who was killed by a neighborhood watch volunteer George Zimmerman in February. Zimmerman claimed self defense and has not been charged.
Martin, who was unarmed when he was shot, has been remembered around through country through protests of hoodie-wearers, referencing the so-called "suspicious" article of clothing the teen wore when he was killed.
In addition to integrating causes into social photography, What's Going Down? streamlines the sharing process, allowing you to share to Facebook, Twitter, Tumblr, Instagram and Foursquare at once.
Afonja came up with the idea watching social media users change their avatars to express opposition to SOPA. Initially, he planned to launch cause-frames related to Invisible Children's KONY 2012 documentary.
But given the amount of criticism the film received, Afonja decided to be cautious and not release them.
"These two events, KONY 2012 and Trayvon Martin, are causes people really want to rally around," Afonja says. "I think pictures are a way to show your support in a really beautiful way."