Snapchat Joins Hands with NHS Blood and Transplant to Launch an AR Body-tracking Lens
AR Body-tracking Lens

Snapchat Joins Hands with NHS Blood and Transplant to Launch an AR Body-tracking Lens

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A body tracking augmented reality lens has been launched by Snapchat that marks out where your organs are located. Users just need to scan a Snapcode to activate the AR lens which works using the smartphone’s camera to identify and locate key organs within the body and then provides a few interesting facts about each of them.

The feature has been developed in partnership with NHS Blood and Transplant to mark World Kidney Day and to reach out to younger audiences for building awareness on the issue. The aim is to apprise people about the shortage of organs for those awaiting a transplant and drive conversations about organ donation.

The majority of the Snapchat demographic, roughly 37 percent of the users, is made up of 18 to 24 year-olds which makes the platform an ideal choice for the campaign.

The lens also features infographics about each organ to showcase interesting information like ‘the surface area of your lungs could cover an entire tennis court’ and ‘your small intestine is longer than you are tall’.

The provider for the blood donation service for England and the organ donation service for the UK, NHS Blood and Transplant, is also encouraging people to join the NHS Organ Donor Register. At present, over 6,000 people across the UK are waiting for an organ transplant as per recent data. 

“Working with Snapchat to utilise this new body scanning technology is a really exciting opportunity for us,” said Holly Mason, Deputy Head of Organ Donation Marketing at NHS Blood and Transplant.

“We hope that the lens encourages and motivates people to have a discussion with their loved ones about organ donation and together we can save more lives. By educating younger generations on the importance of organ donation, we know they can lead the way for the future.”

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