94Number of times the

Geofilter was used to decorate a Snap every second

Snapchatters who unlocked the Geofilter chose to share it with friends

Snapchatters Reached

61M+1 in 6

For the Ad Council’s “Texting and Driving Prevention” campaign together in partnership with the National Highway Traffic Safety Administration (NHTSA), the Ad Council partnered with Snapchat to reach Snapchatters on a global scale with an important message. Together, they developed a Geofilter encouraging Snapchatters to affirm that they will take action to avoid and discourage instances of mobile device usage when driving.

The campaign reached Snapchatters on a massive scale. Over 61 million Snapchatters took part in the conversation, viewing the Geofilter over 210 million times. The Geofilter helped raise awareness for this important issue, and encouraged everyone to think twice before using their phones behind the wheel.

• Develop a Geofilter that raises awareness about the campaign’s core issues.

• Launch the Geofilter on Snapchat across the globe.

• Encourage Snapchatters to use the Geofilter and send it to their friends.

To discourage distracted driving, the Ad Council partnered with Snapchat to develop an important “Public-Service Engagement” around the world.

• Raise awareness about the dangers of distracted driving and using mobile devices behind the wheel.

• Reach the campaign’s intended audience of 16 to 34-year-olds.

• Reach people on smartphones and mobile devices.

Strategy

The Story Objectives

Lisa Sherman, President and CEO, The Ad Council

"Deep down, everyone knows they should put away their phone while driving. The Geofilter helped spread that message. Through the Geofilter, we were able to engage users by showing up directly in their accounts, and giving them a contextually relevant and creative way to think about the issue. It’s awesome to see major

players like Snapchat getting involved, and we’re so grateful for their support."

Ad CouncilNational Geofilter Campaign

TOTA L V I E WS: 210 M+

Source: Snapchat Internal Data

Success Stories