Leeds-based digital agency Blueclaw has changed its brand to ‘GreyClaw’ for the next week, in a bid to raise money for Age UK.
To collect donations, the business has turned all its staff photos from the Meet the Team page into elderly people by using the controversial FaceApp.
The page has been designed to look exactly like the original about us page, but includes a donation button, which they are hoping will encourage others using the app to follow suit.
As part of the campaign, Blueclaw is raising money for Age UK to support the 2.65 million older people who experience severe loneliness every year.
CEO Fergus Clawson says: “The Celebrity FaceApp trend has been funny this week. 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.