Social media company Snap Inc., in collaboration with the Ministry of State for Artificial Intelligence, Digital Economy, and Remote Work Application Office, has launched the “Give a Ghaf” tree planting initiative using augmented reality (AR) to raise awareness around the UAE’s national tree.

The campaign, introduced to celebrate the UAE’s 51st National Day, demonstrates how AR can promote environmental awareness and engage the Snapchat community while making the UAE a greener place, the company said in a statement. 

Snapchat users can use the AR lens to plant a virtual Ghaf tree, and Snap has promised to assist them by planting up to 1,000 plants.

According to HE Omar Sultan Al Olama, Minister of State for Artificial Intelligence, Digital Economy, and Remote Work Applications, the UAE government invests in innovative technology and digitalization in key industries to improve society’s well-being and achieve a positive impact in securing future opportunities.

He further stated that the effort incorporated the UAE’s legacy and the use of technology to promote national ideas. 

“Through such initiatives, we showcase how technology can play a role in creating more awareness locally while providing the community with the resources to become a part of the solution,” said Hussein Freijeh, general manager of Snap in MENA.