As part of our ongoing efforts to support Black creatives while advancing racial justice and civic engagement, Snapchat teamed up with ADCOLOR in September to launch the Snapchat Creative Council.
The idea of the Snapchat Creative Council was simple -- to bring together leading Black creatives to tackle challenging issues across mental health, education and civic engagement to drive awareness to our community of Snapchatters.
The first of its kind multi-year partnership encourages small creative teams to pitch augmented reality campaigns addressing issues disproportionately affecting Black communities. With support from Snapchat’s creative strategy teams, the winning ideas are brought to life and promoted across our official channels.
Now, we’re sharing the first winning campaign called “Show Them Who WE A/RE” developed by team of creatives including Makeda Loney (Copywriter, The Martin Agency), So A Ryu (Designer, FCB Chicago), Brandon Heard (Senior Strategist, R/GA), Cameron Carr (Account Manager, BBDO) and Terrance Purdy (Creative, VICE Media).
The augmented reality campaign was created to inspire and encourage young Black women to see themselves in a variety professional roles where they are often underrepresented. The project also includes a set of inspirational stickers and a microsite with resources empowering Snapchatters to pursue similar career paths. The creatives also leveraged typography designed by Vocal Type inspired by key historical moments like the Memphis Sanitation Strike of 1968 and The March on Washington.
In the first two days since its launch, the “Show Them Who WE A/RE” campaign reached over 12 million Snapchatters across the country. Up next, the Creative Council will launch a project centered around mental health in the Black community as well as local campaigns in the UK, France and Australia in collaboration with Creative Equals later this year.
Stay tuned for more important projects and updates from Snapchat’s Creative Council!