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We Are Social launches AR-powered pro bono campaign for The Kids’ Cancer Project

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Sydney, Australia – Creative agency We Are Social in Australia has rallied its support for Australian independent charity The Kids’ Cancer Project with a new pro bono campaign encouraging people to support the charitable cause.

The Kids’ Cancer Project aims to raise money to fund scientific studies that look into better treatments and ultimately a cure for brain cancer, which is the biggest killer by disease among children.

To collect funds, The Kids’ Cancer Project has launched ‘Pirate Day’, a day where people dress up to raise funds for childhood brain cancer research, and was first observed during 2015.

We Are Social has partnered with visual effects company Alt.VFX and through its visual studio T&DA, have created an augmented reality (AR) filter for Instagram, which aims to provide an opportunity for people to virtually dress up as a pirate and show their support online using #PirateDay2021.

The ‘ARRRR filter’, a Spark AR Filter for Instagram and Facebook, lets users dress up as a pirate. After donating on PirateDay.com.au, users can also unlock the special parrot, Rosie, by entering the code in their donation receipt. The filter, developed by Alt.VFX’s visual effects studio T&DA, can be accessed via the @TheKidsCancerProject Instagram page.

The agency has also enlisted TV stars and social media influencers like Olivia Vivian, Ben Polson, and Mel Schilling to join the initiative and nominate their friends to do the same, helping spread awareness of the charity day among their followers and drive further use of the filter and donations.

“Childhood brain cancer is a horrible disease, and one that has affected my family directly”, says Ewan Harvey, copywriter at We Are Social

“We are incredibly proud to put our creativity towards a worthy cause and, with our partners at Alt.VFX, help The Kids’ Cancer Project raise much-needed funds for research,” he added.

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