[ubuntu] Create a shortcut to run a program as another user

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http://ubuntuforums.org – I've set up another user colin.pidgin and I've started up Pidgin and configured it under this user. My issue is... without sudoing into this user ( sudo su -d /bin/bash colin.pidgin ) How do I actually start Pidgin under this user? I want to be able to click a button on the Unity panel and have this happen. Anyone have an idea? (Hardware)