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NHS Blood and Transplant has partnered with Snapchat to drive organ donation awareness with the launch of a body-tracking Augmented Reality (AR) Lens.

The AR Lens enables snapchatters to locate and learn about key organs within the body. Created in partnership with OmniGOV at Manning Gottlieb OMD, the campaign, which specifically targets younger audiences encourages Snapchatters to talk with their loved ones about organ donation.

The NHS Blood and Transplant Snapchat AR Lens is the first of its kind and combines full body tracking technology, with infographics to engage and educate younger audiences particularly in the 16-20 age range. The Lens aims to highlight the shortage of organs for those waiting for a transplant, particularly those from Black and Asian backgrounds.