WWF infiltrates Snapchat to spark heat in the Arctic
WWF France hijacked Generation Z’s favourite social network, Snapchat to raise awareness among 15 to 25-year-olds on the impacts of global warming In conjunction with International Biological Diversity Day (22 May).
Themed operation “Arctic Hotspot”, WWF France worked alongside agency Fred and Farid to reach Generation Z via the ‘Map Snapchat’ feature. The ‘Map Snapchat’ was used is basically a data visualization feature that allows 19 million users to follow in real time and around the world the “heat zones”, that is, the strong events and trends relayed by other users.
For 24 hours, WWF France took over this feature by generating a series of snaps to create an anomalous heat zone in the Arctic.
When Snapchat users would click on this area, they were surprised to discover brief videos alerting them of the imminent danger of climate change on nature and showing them what solution can be taken.
The goal was to inform the younger generation about the current problems but also and above all to show them that solutions exist; a particularly important message as it is the generation most likely to suffer the consequences of pollution.
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