Snapchat’s creative council assembles industry leaders to focus on mental health and diversity

Snap, the parent company of Snapchat, has formed the Snap Creative Council, featuring leading Australian creatives and with the aim of encouraging members to use Snapchat to develop creative solutions to pressing societal issues.

Over the coming weeks, members of the council will nominate small teams to respond to a brief about mental health and civic duty against racism amongst Gen Z and Millennials using Snapchat’s ad formats. The winning campaign will be produced and launched on Snapchat with supporting media, and the team will be able to choose one of five global charities to receive a donation of $100,000.

The formation of the council follows Snapchat pushing the unique qualities of its users in its first global B2B marketing campaign. Dubbed ‘The Snapchat Generation’, Snap reports that its users are a unique market for brands due to their social activism and higher likelihood to purchase from brands that support the community and are recommended by friends.