Move for MS: Snap Inc. and The National Multiple Sclerosis Society launch AR campaign to Raise Awareness About Multiple Sclerosis
Snap Inc., in partnership with the National Multiple Sclerosis Society (NMSS), has launched an interactive step challenge to mark MS Awareness Month. This initiative introduces Snap’s first regional step counter augmented reality (AR) experience, designed to educate and engage the UAE community.
The campaign encourages people to learn about multiple sclerosis (MS) while taking part in a competitive walking challenge. With MS cases rising in the Middle East, the UAE is now considered a moderately high-risk zone. This growing concern highlights the need for greater awareness and early diagnosis.
Understanding Multiple Sclerosis
MS is a chronic condition that affects the central nervous system. It disrupts communication between the brain and spinal cord, leading to a wide range of symptoms. Since the exact cause remains unknown, early detection is critical. Symptoms vary from person to person, making awareness efforts even more essential.
Snap Inc.: Engaging the Community Through AR Technology
As part of the Move for MS campaign, Snap Inc. is leveraging its platform to reach a highly connected audience. Snapchat users visit the app an average of 45 times daily, making it an effective tool for raising awareness.
The Step Counter Lens motivates Snapchatters to walk and unlock key facts about MS at different milestones. These facts cover symptoms, prevalence in the UAE, and the importance of early diagnosis. To boost engagement, the Lens includes a leaderboard that highlights users with the most steps, adding a fun and competitive element. Additionally, Snapchat’s creator community will participate, helping to expand the campaign’s reach.
Snap Inc.: Driving Awareness Through Innovation
“At Snap, we believe technology has the power to drive positive change,” said Hussein Freijeh, Vice President of Snap Inc. in MENA. “Snapchat is where people connect with those they care about most. Now, we’re extending that connection to the causes they support. By using AR in an interactive way, we’re not just educating the community—we’re inspiring action. We are proud to partner with NMSS and look forward to making a meaningful impact.”
Maral Alexandrian, Acting Executive Director at NMSS, echoed this sentiment. “Creating real impact requires collaboration, innovation, and commitment. At NMSS, we know awareness is the first step. By partnering with Snapchat, we can engage a younger, digitally connected audience in an immersive way. Our goal is to educate, foster empathy, and inspire action. This partnership is an example of how technology and purpose can work together to drive social change.”
Privacy-Focused Technology with a Social Purpose
Snap’s Step Counter Lens operates without GPS tracking, ensuring a private and seamless experience. The leaderboard feature encourages participation while spreading awareness.
This initiative reflects Snap Inc.’s evolution in AR technology. What started as a tool for entertainment has now become a platform for social impact. With over 80% of UAE users interacting with AR lenses daily, Snap Inc. continues to explore ways to use this technology for meaningful change.
For more information on NMSS and ways to support the MS community in the UAE, visit: www.nationalmssociety.ae.
