Snapchat and Great Barrier Reef Foundation launch climate change campaign

Snapchat has partnered with the Great Barrier Reef Foundation to drive awareness and help the Foundation plant a million corals for summer 2021.

To promote the cause, Snapchat is launching an Augmented Reality (AR) lens that is a Water Segmentation lens, as well as digital ad placements in online media publications.

The new AR lens

The campaign seeks to reach the 306 million users that use Snapchat globally through its Snap Map.

Great Barrier Reef Foundation managing director Anna Marsden said: “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.”

One of the digital assets

Snap’s general manager for APAC Kathryn Carter added: “Young Australians care passionately about combating climate change, and will also experience its worst impacts in the future if we fail to act now. Given our significant reach with this younger generation, we have been conscious of supporting action on climate change, both through our science-based global Climate Action Plan and local partnerships. Our partnership with the Great Barrier Reef Foundation is our commitment in that direction. By using the power of Snapchat’s camera and AR capabilities we want to drive awareness about the impact of climate change on the Great Barrier Reef.”

OMD, Snap’s retained media agency, managed the media buy.

It is the latest Snap, parent company of Snapchat, campaign to make use of AR, with the company launching its global creative studio for branded AR, Arcardia, in October. Other brands that have recently launched campaigns using Snap’s AR abilities include Samsung and the first winner of the Snap Creative Council programme, Ogilvy with its First Nations ‘Dreamy’ campaign.


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