UK Government spent £70,000 on Snapchat filters to promote anti-drug-driving campaign

7 months ago

Snapchat users might recall a filter popping up on their phone screens featuring bars and a message about drug-driving. The filter only appeared briefly and was swiftly replaced by more dog faces, face swapping and creepy makeup. Today Buzzfeed reported that this filter was a move by the Government to promote their Think! anti-drug-driving policy and cost a staggering £70,000.

Just in case you missed it, the filter looked like this:

Buzzfeed’s report reveals that 5% of the 2016 advertising budget for the Government’s Think! drug-driving campaign was spent on the Snapchat filter, which featured on the app during March.

The campaign aims to warn people against driving under the influence of drugs. Police introduced a roadside drugs test last year to make it easier for police to arrest drug-drivers on the spot.

It’s clear that Snapchat’s 8 million users make it a lucrative option for advertisers, including the Government, to reach a wide youth demographic. This isn’t the first time we’ve seen the app cross over with politics either – earlier this month Jeremy Corbyn became the first UK political party leader to join Snapchat.

It is unknown whether other political leaders will also join the app to share insights into their day, like Snapchat’s one true king, DJ Khaled.

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