We Are Social launches virtual pirate in new ARRRR filter for The Kids’ Cancer Project

Charity The Kids’ Cancer Project has created an AR filter, the ARRRR filter, in a new pro bono campaign via We Are Social.

The Facebook and Instagram filter changes the user into a pirate in support of Pirate Day 2021, today (14 May).

The Kids’ Cancer Project AR filter for Pirate Day 2021

Pirate Day is an annual fundraiser for The Kids Cancer Project, which looks to raise money to put toward research for better treatment for children’s brain cancer.

By entering a code after donating at, users can unlock Rosie the parrot in the filter. The filter can be found on The Kids Cancer Project’s Instagram page. The socially-led agency has enlisted influencers Olivia Vivian, Ben Poulson, and Mel Schilling to promote the campaign and encourage others to donate.

The ARRRR filter was developed by Alt VFX’s visual effects studio T&DA.

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

Some of We Are Social’s recent work includes campaigns for Audi, Zip, and Kayo.

CVC and CDPQ recently announced their plans to acquire BlueFocus Intelligent Communication Group’s international group of agencies, which includes We Are Social.


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