Media agency uses Old Age FaceApp filter to encourage charity donations

Mark Johnson's picture
by Mark Johnson

Leeds-based digital agency Blueclaw has changed its brand to ‘GreyClaw’, in a bid to raise money for London-based national charity Age UK.

To collect donations, the business has turned all its staff photos from its Meet the Team page into elderly people by using the controversial FaceApp.

“This officially marks the end of the fun celebrity trend, as marketing companies across the world have finally caught up enough to attempt to appear relevant and rode off the back of a viral internet trend”, the company said.

Raising money and awareness

As part of the campaign, Blueclaw said it is raising money for Age UK to support the 2.65 million older people who experience severe loneliness every year.

“The Celebrity FaceApp trend has been funny this week”, said CEO Fergus Clawson. 

“As an agency, we are always monitoring the latest viral trends. On this occasion, we wanted to raise further awareness and use it for a good cause.

"Just like the ALS ice bucket challenge, we thought this one deserved to represent a charity angle too. For this reason, the company has decided to raise funds for Age UK from our About GreyClaw page. 

“We are hoping to turn a trend into charity spend."

The company has set a target of £500 but is hoping - with increased awareness and support from the local business community - that donations will skyrocket. 
‘GreyClaw’ is also challenging other marketing agencies within the field to recreate their brand name and staff photos in aid of Age UK.

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