IPA and Snapchat partner on schools initiative

The campaign, called Advertising Unlocked, will encourage 13 to 18-year-olds to create a advertising campaign to address littering across the UK.

The winning advertising campaign will be chosen by a panel of industry professionals and will be gifted free advertising space on Snapchat in early 2023.

The IPA said that it expected more than 2,000 state schoolchildren would also visit 75 advertising agencies throughout November.

Julian Douglas, president at the IPA, said: “Thanks to this incredible opportunity from Snapchat, we will be able to further spark these school children’s creativity and hopefully enthusiasm for a future career in our business, while simultaneously helping to solve a societal problem.

“This is more than just an exercise, the kids will be able to work on a real-life brief, tackling a real-world problem, and will see it rolled out in real-life across a dynamic platform.”

Ed Couchman, UK general manager at Snap Inc, said: “Digital technology, especially augmented reality, have huge potential to help both tackle and raise awareness for important societal issues.

“It’s a pleasure to partner with the IPA to inspire the future minds of our industry. We can’t wait to see the creativity from the next generation of advertising talent and see the winning campaign come to life for the Snapchat community.”