Snapchat in collaboration with Saudi’s Ministry of Culture have unveiled an AR lens to help interactive experiences of the deaf community.
The event took place at the Riyadh Book Fair in Saudi Arabia and marks the first Arabic sign language lens introduced in region.
The collaboration is dedicated to fostering inclusivity and technological advancement, underlining the importance of accessibility for all individuals.
The lens allows the camera to identify and interpret 28 distinct hand gestures from the Arabic alphabet used in Arabic sign language.
The event will introduce a unique designed lens experience for children, aimed at promoting a love for reading.
This experience will take users inside a hot air balloon crafted in the shape of a book, designed with the message ‘Reading Uplifts You’ and the branding of the Riyadh Book Fair.
The second Campaign Saudi Briefing event of the year will be taking place in Riyadh on 12th October 2023. A variety of panels and speakers will be discussing the themes of media and marketing. For more details, click here.
Mohammed Hasan Alwan, CEO of The Literature, Publishing & Translation Commission, said: “We are proud of the fruitful partnership with Snapchat in various events held in the Kingdom.
“This year’s participation in the Book Fair is unique and innovative, as we are launching special services for the deaf community.
“We look forward to the impressive results of the augmented reality experiences at the exhibition, which align with our mission to promote cultural exchange and make literature more accessible to different segments of society through the positive impact on visitors.”
Abdulla Alhammadi, Regional Business Lead for KSA Market at Snap Inc, said:“Companies and brands that adopt a winning AR strategy now will have a competitive advantage.”
“83 per cent of consumers say they’re interested in AR for learning and AR can provide powerful opportunities to enhance learning, from educational guides to recipes and beyond.
“This is the greatest untapped opportunity for brands to become early adopters, further highlights the growing interest in AR for educational purposes.”
Snapchat’s AR lenses are a source of entertainment and engagement for over 85 per cent of its users in Saudi Arabia.
Nearly 60 per cent of Saudi Arabia’s monthly active users on Snapchat are aged 25 or older, showcasing the platform’s diverse and inclusive audience.
