Where did Snapchat go wrong with its Juneteeth lens, which invited users to “smile and break the chains” of slavery? Oona King, Snap’s vice president of diversity and inclusion,
believes that developers “did not adequately consider how it would look when used by non-Black members of our community,” she writes in an internal email obtained by The Verge. “What
we also did not fully realize was a) that a ‘smile’ trigger would necessarily include the actual word ‘smile’ on the content; and b) that people would perceive this as work
created by White creatives, not Black creatives.” Black and white creatives were involved in the development of the lens.
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