by rebuildfdn

In 2020, amidst a global pandemic and heightened racial tensions in the US, Snapchat utilized AR technology to create a virtual march in conjunction with the 63rd anniversary March on Washington. Partnering with six Black artists, Snapchat transformed face masks into canvases for digital protest art, amplifying the voices of change even while mouths were covered. Snapchatters engaged by trying on artist masks, updating Bitmoji avatars, and scanning the Capitol Building during the local march in Washington, D.C. The campaign targeted Gen Z, leveraging Snapchat’s reach to scale and amplify the Black Lives Matter movement. Within 72 hours, 13 million Snapchatters engaged with the lens, leading to sold-out mask designs and empowering BIPOC artists through workshops.