Lawyers said that Instagram recognised the app’s social efforts but insisted that the brand “utilises and relies on social media usage” which meant they couldn’t allow it to be used “in relation to services which are core to its world renowned activities in this area.”

Providing background context to Mashable, Facebook said the motivation behind the app was admirable and that they’ve engaged in conversations for several months to try and reach an agreement that doesn’t involve the courts. They haven’t filed a lawsuit, they said.

Lucas has hit back. In a YouTube clip posted this week he said he’d received a “heavy handed letter” and issued a personal request to Mark Zuckerberg to intervene.

“Littergram has the potential to improve lives, save money and create a brand new way of dealing with an epidemic that is destroying our society, not just here in the UK but globally,” he said.

Lucas told Mashable he hasn’t got the funds to fight the issue legally and said he hoped the video message would strike a chord with Zuckerberg. “He’s into good causes; he understands doing good,” he said.

The name is vital to the app’s success, he insisted. The project has made litter awareness “a bit cooler than Keep Britain Tidy,” he insisted. “It’s about an app, getting kids involved, and providing data mapping for the authorities.”

A screengrab from the app.

A screengrab from the app.

IMAGE: LITTERGRAM

While he’s received a number of suggestions for new names, he doesn’t want to start from scratch. “It’s like The Artist Formerly Known As Prince,” he said. “I don’t want to be formerly known as Littergram.”

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