NHS Blood and Transplant has teamed up with Snapchat to increase awareness around organ donation via an augmented reality (AR) lens on World Kidney Day.

The body-tracking AR lens, created in partnership with OmniGov at Manning Gottlieb OMD, enables Snapchatters to locate and educate themselves on key organs within the body, while encouraging them to discuss organ donation with their loved ones.

The AR lens, the first of its kind, is aimed particularly at audiences aged 16 to 20 and features infographics to engage these users.

“Working with Snapchat to utilise this new body scanning technology, is a really exciting opportunity for us. We are constantly looking for new ways to raise awareness and get people talking about organ donation,” said Holly Mason, Deputy Head of Organ Donation Marketing at NHS Blood and Transplant.

“By educating younger generations on the importance of organ donation, we know they can lead the way for the future. Our research tells us that young people have the ability to become real changemakers, challenging and inspiring change within their wider family. 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.”

Snapchatters can access the experience via either the associated Snapcode or by clicking on the campaign icon in the lens carousel. Once activated, the user will be told to flip the camera and point the phone at a loved one to access the body scanning technology and begin the experience. Snapchat will then identify organs that can be donated – including heart, lungs, eyes, kidneys, liver, pancreas, and small intestine – and the user can select specific organs to learn more or swipe-up to be taken to the organ donation website.