Snapchat has teamed up with the Electoral Commission for the first time to start a geofilter to hearten youth in Scotland to register to vote.
The filter is the first of its nature in the UK. It prompts people to register to vote in the council polls on 4 May in Scotland the first time 16 and 17 year olds in Scotland are eligible to vote.
“Snapchat throws us a splendid opportunity to reach a normally under-registered audience and let young people in Scotland know that they can use their voice in these elections, ” said Andy ONeill, Head of the Electoral Commission in Scotland.
Only 69 percent of 18-34 year olds in Great Britain are registered to referendum, compared to 96 percent of people aged 65 and over, in agreement with the Electoral Commission.
This isn’t the first time Snapchat’s been used to encourage young voters.
In September 2016, Snapchat moved a public service campaign in the U.S. of cooperating with nonprofit Democracy Works’ TurboVote. The campaign moved video ads between Snapchat Stories which led consumers to a voter enrollment mobile webpage within the app.