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Snapchat launches camera to help save the Great Barrier Reef

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Snapchat launches camera to help save the Great Barrier Reef

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The world’s largest coral reef, the Great Barrier Reef, is under threat from climate change. Snapchat has joined forces with the Great Barrier Reef Foundation and launched a call to action to raise awareness. 

Launching on 2 December 2021, the campaign has harnessed the power of Snapchat’s camera and its augmented reality (AR) technology. Snapchatters around the world can take a pledge via an AR Face + World Lens and a Water Segmentation Lens. The Lenses demonstrate the impact of climate change on the Reef, and how it can be protected. 

The campaign, launched to help the Foundation reach their goal of planting a million corals this summer, will be amplified globally with a Face + World Lens through the power of the Snap Map, giving 306 million daily Snapchatters the opportunity to experience the Lens and share their pledge in AR.

On swiping up on the Lens, Snapchatters can help plant a coral by filling in their detailsa nd joining the community. The user will then learn about the restoration efforts and the damage at the Reef. It will help the turbo-charge the Foundation’s goal of achieving 10 million heat-tolerant corals on the Reef. It will be amplified across the platform, with the chance to reach 306 million daily users.  

The activation will be amplified globally with a Face + World Lens through the power of the Snap Map, giving 306 million daily Snapchatters the opportunity to experience the Lens and share their pledge in AR.

This isn’t the first time that Snap has produced campaigns that bring awareness to the climate crisis. Last year it announced its first-ever climate strategy that would commit to carbon neutrality and 100 percent renewable electricity. In October 2021, Snap announced a further commitment to make the business net carbon negative by 2030. 

Great Barrier Reef Foundation managing director, Anna Marsden, says of the partnership, “We know that everyone cares about our Great Barrier Reef so, together with Snapchat, we’re driving awareness and action to help protect it. Climate change is the greatest threat to our Reef and this is the critical decade in which to act with urgency. However, emissions reduction alone is no longer enough to guarantee the survival of the Reef, so we’re working to help the Reef resist, adapt to and recover from the warmer temperatures that have already been caused by climate change.”

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Liv Croagh

Liv Croagh is the Editor of Marketing Mag.

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