Move for MS: Snap Inc. and The National Multiple Sclerosis Society launch AR campaign to raise awareness about Multiple Sclerosis
With the UAE now considered a moderately high-risk zone for multiple sclerosis, Snap’s first step counter lens is being used to raise awareness for the condition.
In line with MS Awareness Month, Snap Inc., in collaboration with the National Multiple Sclerosis Society (NMSS), has introduced an interactive step challenge with the launch of Snap’s first-ever regional step counter augmented reality (AR) experience powered by the Snap Camera. The initiative encourages people across the UAE to learn important facts about multiple sclerosis (MS), and explore how they can get involved and support the MS community by taking part in a competitive walking challenge.
With the prevalence of MS rising in the Middle East, the UAE has transitioned into a moderately high-risk zone, underscoring the increased need for awareness and education. MS is a chronic, unpredictable condition of the central nervous system that disrupts the flow of information between the brain and spinal cord. The exact cause of MS remains unknown, and symptoms vary widely from person to person, making early diagnosis and awareness essential.
As part of the society’s Move for MS campaign - an initiative designed to inspire movement as a way to raise awareness for MS - this collaboration leverages Snapchat’s vast reach in the region, where users visit the platform an average of 45 times per day, ensuring enhanced awareness to a highly connected audience. Snap is also home to a large creator ecosystem, which will also be taking part in the step challenge, driving further engagement.
The Lens encourages Snapchatters to complete a step challenge, unlocking key facts about MS at each milestone around symptoms, its prevalence in the UAE, and the importance of early diagnosis. To enhance participation, the Lens also links back to a leaderboard feature, which highlights users who complete the highest number of steps, introducing an element of friendly competition. More than just education, the initiative is setting out to build a conversation around MS, encouraging Snapchatters to share with friends and family to expand their reach and make a real difference.
Snap’s Step Counter Lens operates without GPS tracking, offering a private and seamless, movement-based experience. Combining Snap’s latest Leaderboard feature, the Lens will allow Snapchatters to enhance their journey and share their progress, spreading more awareness in the process.
The initiative is powered by Snap's AR technology, which has significantly evolved since it first arrived on the platform, transitioning from fun, playful lenses to a powerful tool that creates real impact. Augmented Reality, defined as digital content overlaid on the real world, represents the next major shift in computing, which Snap believes is the healthiest, most compelling way to communicate. Snap Inc. continues to push the boundaries of AR innovation, and with over 80% of users in the UAE interacting with AR Lenses daily, the platform is on a mission to further use the technology to drive positive social impact.
For more information on the National Multiple Sclerosis Society, and to discover the many ways you can contribute to the MS community in the UAE, visit: www.nationalmssociety.ae.
