Cause Marketing Valentine's Day

It’s Valentine’s Day, a natural reminder that it's time to get rid of the evidence of someone you once 'liked.'

After all, there's your ex in every other post on your Facebook wall and scattered all throughout your timeline.

What do you do after you’ve moved on but the evidence of your past likes remain? Well, back in the day, Stalin had an army of skilled photo retouchers to call upon when someone fell out of favor. (See some of their handiwork at left)

Today a cheeky New York digital agency named ClearHart launches a new mobile app that will remove all evidence of your ex from your Facebook page faster than you can say ‘Stalinist Purge.’ And 20 percent of the sales of the app benefit the American Heart Association of New York, up to $5,000

Called KillSwitch, the app deletes pictures, videos, and wall posts, and unlikes status updates.

“KillSwitch is not a vindictive tool, so much as an answer to a very natural, pre-existing human behavior,” says ClearHart Co- Founder, Clara de Soto. “After all, how many movies have you seen of people throwing stuff out or burning pictures post‐breakup?... KillSwitch is just the digital age’s version of that.”

Yeah, but isn’t the cause marketing component just a way to pay off the joke? I put that question directly to Joseph Pineda, whose PR agency, the Carmelita Group, is handling the launch.

“We had a few ideas of charitable partners,” he said, “but picked American Heart Association of NY for a few reasons. It was obviously a great fit for Valentine's Day and the ‘heartbreak’ tie in--but also because it is local to NY (where ClearHart is based) and when we spoke to them they were just a great bunch, and we totally fell in love with them and their mission. February is also ‘Heart Month.’”

Fun!

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