Snapchat is making donating to COVID-19 relief efforts easier than ever.
Through a new lens partnership, Snapchat users can now donate to the World Health Organization’s COVID-19 Response Fund. Users scan their currency on the app and are shown, through AR visualizations, all the ways their donations support the organization’s efforts. The new lens recognizes 23 currencies from 33 countries. Once users have scanned and selected their currency, a “Donate to Support” button appears on the screen that users can then push to enter payment information.
More than 75% of users interact with Snapchat’s AR lens on a daily basis, making it one of the most popular features on the app. Since the pandemic began, Snapchat has seen a 25% increase in lens usage, so it makes sense that the brand would capitalize on the increased user activity to further extend its campaign, according to a Gartner report on the topic. Snapchat is also working with the WHO on an informational lens, which details the best way users can help stop the spread of COVID-19. Other social media platforms are helping the WHO in its relief efforts, including Facebook-owned Whatsapp, which is delivering real-time health alerts to over fifty million users based on their geographic locations.
Snapchat is doing its part in educating users on the spread of COVID-19 and what they can do to help. As 40% of Snapchat users are Gen Z, the platform’s lens partnership with the WHO could also aid in educating the younger generation about the pandemic.