Last summer, Snapchat introduced a Snap Map feature that shows map hotspots to show different levels of user activity. With these heat-mapped areas, users are able to get a glimpse of what's going on in a particular area, and potentially check out the activities in real life. Based on this premise, WWF France set up a unique, awareness-raising campaign for International Biodiversity Day this year.
WWF France "hacked" Snapchat's Snap Map to create an abnormal heat zone in the Arctic—one of the world's most biodiverse areas, but also one of the most threatened by climate change.
To connect with the social media platform's young Generation Z users, primarily between the ages of 15 to 25, WWF France created short videos on the impacts of global warming.