Snap has launched an initiative aimed at bringing together a diverse group of UK advertising creatives to develop creative solutions to societal issues.

The Snapchat Creative Council, which has been built alongside advertising diversity organisation Creative Equals, includes creative talent from across the UK advertising industry. Members include representatives from Isobar, Uncommon Creative Studio, Grey, We are Social, Design72, The Barber Shop, VMLY&R, VCCP Kin, Leo Burnett, W+K, McCann Manchester, and Wunderman Thompson, as well as those representing Snap and Creative Equals.

Over the next few weeks, selected creatives will assemble small teams to develop pitches, with a focus on mental health and civic duty amongst Gen Z and Millennials, using Snapchat’s ad formats. These campaigns will then be judged by the Council and the winning one will be professionally produced on Snapchat and supported with media. Participants will also be able to select a charity – from a shortlist of five – to donate $100,000 to.

“We believe that ideas that live on the small screen can have a big impact, and for Gen Z and millennials that screen is powered by Snapchat,” said Will Scougal, Global Director of Creative Strategy at Snap. “The SCC will serve as a powerful forum made up of a diverse and inclusive community from the advertising industry, and is a commitment from Snap to use our reach to drive positive change.”