Problem
Our images don’t represent the real Australia
Australia has a real problem with representation in advertising, media, and the arts. Yet it’s a conversation few are willing to have. What if we let our pictures do the talking, and change our culture one Snap at a time?
Solution
Talk with pictures and make a cultural statement
We’ll partner with Shutterstock to create SnapStock, a digital integration that allows all Snapchat users to become creative contributors to a diverse stock library. SnapStock will let pictures do the talking, and empower everyday Australians to create culturally diverse stock images that represent the true world we live in.
How can creativity help solve a problem?
Millennials increasingly prefer brands with purpose. By taking a stance on the lack of diverse representation in advertising and media, Snapchat will resonate with our target audience in a meaningful way.
SnapStock will be integrated into Snapchat’s UX, empowering millennials to communicate the cultural changes they want to see.
SnapStock users won’t just receive monetary value for their creative pictures, they’ll also be changing the conversation around representation by letting their pictures do the talking.
What’s in it for brands?
Brands are also recognising that choosing pictures that are relatable to diverse groups benefits their brand’s reputation. Striking a chord with consumers is no longer about serving them pictures of perfection, so SnapStock will lead the movement in providing pictures that accurately portray diversity.
