AGE Concern Herefordshire and Worcestershire is calling on people to don mad hats as part of a national fund-raising event.
The charity wants to raise money to support elderly people during winter.
It is estimated by the charity that around 20,000 old people die each year due to cold weather.
Donations of £1 will buy a pair of bed socks, £2 can buy a hot meal for an old person, £5 can buy an extra warm blanket for the winter months and £10 can buy a winter clothes pack.
Staff at the charity's Sansome Street office, Worcester, have been wearing crazy headgear all week.
"Wear a Hat on Friday, October 22, or a date convenient to you, and help Age Concern make winter warmer for older people," said Magda Praill, chief executive of the charity in Herefordshire and Worcestershire.
Anyone who wishes to find out how they can raise money to help older people fight the freeze this winter can call 01905 726652 for a fund-raising pack.
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