Snapchat
Screen Savers
Share
The Challenge
One of Snap’s ongoing global comms objectives was to demonstrate AR Leadership and relevance in culture, especially with a Gen Z audience.
The Approach
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.
![The AR lens shown on a screen](https://itsprettygreen.com/wp-content/uploads/2023/04/E7098961-71B3-4410-B4B3-C260100D3724.png?t=1721381707&ratio=0.54545454545455 672w, https://itsprettygreen.com/wp-content/uploads/2023/04/E7098961-71B3-4410-B4B3-C260100D3724.png?t=1721381707&ratio=0.54545454545455 672w, https://itsprettygreen.com/wp-content/uploads/2023/04/E7098961-71B3-4410-B4B3-C260100D3724-625x1146.png?t=1721381710&ratio=0.54537521815009 625w, https://itsprettygreen.com/wp-content/uploads/2023/04/E7098961-71B3-4410-B4B3-C260100D3724-350x642.png?t=1721381713&ratio=0.54517133956386 350w)
![The Snapchat AR lens in action on a phone](https://itsprettygreen.com/wp-content/uploads/2023/04/EDD2BC93-E061-4C42-A581-230DC91789ED_11zon-2500x3750.jpeg?t=1721381703&ratio=0.66666666666667 2500w, https://itsprettygreen.com/wp-content/uploads/2023/04/EDD2BC93-E061-4C42-A581-230DC91789ED_11zon-1250x1875.jpeg?t=1721381712&ratio=0.66666666666667 1250w, https://itsprettygreen.com/wp-content/uploads/2023/04/EDD2BC93-E061-4C42-A581-230DC91789ED_11zon-625x938.jpeg?t=1721381701&ratio=0.66631130063966 625w, https://itsprettygreen.com/wp-content/uploads/2023/04/EDD2BC93-E061-4C42-A581-230DC91789ED_11zon-350x525.jpeg?t=1721381698&ratio=0.66666666666667 350w)
![The Snapchat AR lens in action with two people seeing CPR shown in AR](https://itsprettygreen.com/wp-content/uploads/2023/04/ScreensaversHero.png?t=1721381705&ratio=1.7777777777778 1920w, https://itsprettygreen.com/wp-content/uploads/2023/04/ScreensaversHero-1250x703.png?t=1721381703&ratio=1.778093883357 1250w, https://itsprettygreen.com/wp-content/uploads/2023/04/ScreensaversHero-625x352.png?t=1721381697&ratio=1.7755681818182 625w, https://itsprettygreen.com/wp-content/uploads/2023/04/ScreensaversHero-350x197.png?t=1721381701&ratio=1.7766497461929 350w)
The Solution
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’.
The Results
pcs global coverage
pcs of UK coverage
combined audience
pcs broadcast coverage
lifetime views of coverage
social engagements