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This March, in honor of MS Awareness Month, Snap Inc. and UAE's National Multiple Sclerosis Society (NMSS) have teamed up to launch something clever, timely, and moving — literally. They've rolled out Snap's very first regional step counter AR Lens, inviting users across the UAE to walk their way to understanding multiple sclerosis (MS), a chronic condition that's quietly on the rise.
"As a region marked now as moderately high-risk for MS, the UAE needs more eyes — and steps — on this issue," said Maral Alexandrian of NMSS. And Snap? It's got the eyeballs. With users opening the app an average of 45 times a day, Snapchat isn't just a social app — it's a powerhouse of potential change.
How does it work?
At the heart of the campaign is an AR-powered step challenge, baked right into Snapchat. Here's how it rolls:
- Open the Snapchat app and activate the Step Counter Lens
- Start walking — yep, real steps, real movement
- With each step milestone, users unlock facts about MS, including symptoms, UAE-specific stats, and why early diagnosis matters
- The Lens connects to a Leaderboard, so you can see how you stack up against others — and maybe spark some friendly rivalry
No GPS tracking. No data harvesting. Just a simple, seamless experience built on Snap's AR smarts and a nudge to get people moving — and thinking.
"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," said Hussein Freijeh, VP at Snap Inc. MENA.
Why does it matter?
MS is no ordinary condition. It's unpredictable, affects everyone differently, and its causes still remain a mystery. But what's certain is this: early awareness saves time, pain, and sometimes even lives.
- MS disrupts how the brain and spinal cord talk to each other
- There is no cure, and symptoms can range from mild to completely disabling
- The Middle East, including the UAE, is seeing a rise in cases
And that's why this campaign hits differently. It's not just about digital razzle-dazzle — it's about making noise for a condition that's often misunderstood or overlooked.
"True impact is never achieved alone," said Alexandrian. "It takes collaboration, innovation, and a shared commitment to change."
The context
This campaign is part of NMSS's Move for MS initiative, which champions physical movement as both a metaphor and a method for raising awareness. Snap, with its thriving ecosystem of creators and a massive youth base, is the perfect dance partner.
- Over 80% of users in the UAE interact with AR Lenses daily
- Creators are also joining the challenge, boosting reach and visibility
- The goal isn't just knowledge — it's conversation, connection, and community
Snapchat's been quietly evolving its AR tools from party tricks to public service. What used to be filters for puppy ears are now lenses for change. This step counter isn't just tracking movement — it's mapping a path toward empathy.
