As part of its ‘Less Likes. Move Love’ campaign, Snapchat is celebrating International Friendship Day with a series of creative activations that celebrate the power of connection.

With more than 75% of 13 to 34-year-olds in over 25 countries using Snapchat to communicate with friends and family the campaign highlights the power of friendship and connecting with loved ones.

The campaign is celebrating friendship and connection through a series of creative activations. The first of which are two ‘tunnels of love’, where the London Bridge Tunnel and Waterloo Tunnel are wrapped in ‘Less Likes. More Love’ messaging.

This messaging follows on from Snapchat’s ‘Less Social Media. More Snapchat’ brand campaign which kicked off in February and strives to show that Snapchat is about real relationships. The creative focuses on connection, love, creativity and self-expression. It aims to have a more ‘fun’ feel represented by fantastical imagery that mirrors how Snapchatters engage with their friends on the platform through creativity and filters.

Snapchat has collaborated with Print Club London and four artists, who have created a series of bespoke prints that represent love and friendship. The prints are available to purchase on PrintClubLondon.com for £30 each and £10 from each sale will be donated to The Great Friendship Project. A project which aims to raise awareness of the growing crisis of loneliness among young people.

“As a frontline organisation tackling the loneliness epidemic, we witness every day the growing importance and transformative impact of friendship and connection. And so we’re delighted to be working with Snapchat and Print Club London, to bring friendship to life through this incredible artwork,” says David Gradon, Founder of The Friendship Project.

“Our artists have produced a series of artworks based on community and working together which seems especially relevant to Print Club and the strong community here that thrives by supporting one another,” added Kate Higginson, Director & Partner at Print Club London.

The campaign also features a mural on Shoreditch High Street opposite Shoreditch House and the return of ‘Snap Cabs’. Snap Cabs are black taxis wrapped in the campaign’s branding. The cabs will be the setting of the second edition of the content series, ‘Snap Chats’ where Snap Stars and their friends sit down to discuss friendship.

A ‘More Love’ augmented reality Lens Collection will also be available to encourage users to spread the love by sending fun Snaps to their friends and family.

“We’re celebrating International Friendship Day this year by encouraging Snapchatters to ‘spread the love’. We know Snapchat is where they come to get creative and express themselves amongst friends which is why ‘More Love’ and International Friendship Day go hand in hand”, adds Kate Bird, EMEA Senior Marketing Director at Snapchat.