NMSS' Move for MS campaign uses Snap AR to shed light on multiple sclerosis

Campaign ME

28-03-2025

In line with MS Awareness Month, the National Multiple Sclerosis Society (NMSS) in collaboration with Snap, has launched its Move for MS campaign, which includes an interactive step challenge powered by the Snap Camera.
Coupled with the launch of Snap's step counter augmented reality (AR) experience in the region, the initiative encourages people across the UAE to learn important facts about multiple sclerosis (MS), and explore how they can get involved and support the MS community by taking part in a competitive walking challenge.
The Lens encourages Snapchatters to complete a step challenge, unlocking key facts about MS at each milestone around symptoms, its prevalence in the UAE, and the importance of early diagnosis. To enhance participation, the Lens also links back to a leaderboard feature, which highlights users who complete the highest number of steps, introducing an element of friendly competition.
More than just education, the campaign sets out to build a conversation around multiple sclerosis, encouraging Snapchatters to share with friends and family to expand their reach and make a real difference.
Maral Alexandrian, Acting Executive Director at NMSS, said, 'True impact is never achieved alone, it takes collaboration, innovation and a shared commitment to change. At NMSS, we recognise that awareness is a crucial first step, we are excited to partner with platforms like Snapchat that allow us to reach a younger, digitally connected audience in engaging and immersive ways.'
'By combining our mission with their technology, we aim to raise awareness about MS, foster empathy, and inspire action. This partnership exemplifies how innovation and purpose can unite to drive social change, ensuring that more people understand MS and feel motivated to support those affected by it,' Alexandrian said.
Multiple sclerosis awareness
Multiple Sclerosis is a chronic, unpredictable condition of the central nervous system that disrupts the flow of information between the brain and spinal cord. The exact cause of MS remains unknown, and symptoms vary widely from person to person, making early diagnosis and awareness essential.
With the prevalence of MS rising in the Middle East, the UAE has transitioned into a moderately high-risk zone, underscoring the increased need for awareness and education.
As part of the NMSS Move for MS campaign – an initiative designed to inspire movement as a way to raise awareness for MS – this collaboration leveraged Snapchat's reach in the region, where users visit the platform an average of 45 times per day, ensuring enhanced awareness to a highly connected audience.
Hussein Freijeh, Vice President of Snap Inc. in MENA, said, 'We believe technology has the power to drive positive change, and we are proud to partner with NMSS to raise awareness for such an important cause.'
'Snapchat is a place where people come to share moments with those they care about most and now, we're extending that sense of closeness to include the causes they care about too. By using AR in an interactive and engaging way, we're not just educating the community about MS; we're empowering them to take action. This partnership reinforces our commitment to leveraging innovation for meaningful impact, and we look forward to driving positive change, one step at a time,' Freijeh added.
Snap's Step Counter Lens operates without GPS tracking, offering a private, movement-based experience. Combining Snap's latest Leaderboard feature, the Lens will allow Snapchatters to enhance their journey and share their progress, spreading more awareness in the process.
The initiative is powered by Snap's AR technology, which has evolved since it first arrived on the platform, transitioning from fun, playful lenses to a powerful tool that creates real impact. Now, more than 80 per cent of Snap's users in the UAE interact with AR Lenses daily, and the platform has indicated that it is on a mission to further use the technology to drive positive social impact.