Screen Savers

One of Snap’s ongoing global comms objectives was to demonstrate AR Leadership and relevance in culture, especially with a Gen Z audience.

2021 shone a spotlight on emergency first aid, with world-wide moments such as Denmark’s Christian Erikson collapsing midway through a Euros game raising questions around how we would respond in a crisis.

In fact, 97% of young people globally believe first aid education would improve their confidence, skills and willingness to act in a crisis.

Snap developed AR for ER, teaching the fundamentals of one key element of First Aid, CPR, with the help of AR.

In partnership with The International Red Cross, the new Screen Savers lens was born, using spacial alignment with infographics on how to administer CPR.

Now and indefinitely on the platform, users around the world can learn the basic principles of CPR through this interactive guide.

Coinciding with World ‘Restart a Heart Day’ on October 16th, the richness of the topic meant we could target a breadth of audiences including Snapchatters, parents, students and a whole host of others.

We worked with leading talent, Fabrice Muamba, who had himself suffered a cardiac arrest on the pitch in 2012 as our spokesperson for this campaign, speaking with truth and experience on the importance for everyone to learn this basic lifesaving skill. Utilising data, key features from the app and quotes from key spokespeople, we toolkitted this news story to share with Snaps global agencies, further driving coverage worldwide.

It also allowed us to engage with a Gen Z audience, 375M in fact and on Snapchat, where the training of basic lifesaving skills might not be accessible.

The campaign helped to showcase Snaps AR leadership, the utility of AR, as well showcasing ‘Snapchat for Good’.