Snapchat is marking International Friendship Day with a set of colourful activations in London Bridge Tunnel and Waterloo Tunnel, as part of its “Less Like. More Love” messaging.

The activations will see both tunnels wrapped in the campaign’s messaging for two weeks, beginning from 29 July.

In addition, the social media firm has collaborated with gallery the Print Club London, and a set of four artists who have created a range of bespoke prints.

From the prints, £10 from each sale will be donated to The Great Friendship Project which combats and raises awareness of the growing crisis of loneliness.

Snapchat launched the “Less Social Media. More Snapchat” brand campaign, which drew on relationships as the true meaning of connection, in February this year.

It also transformed its advertising system, in a move which paid off in terms of shares.

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“We’re celebrating International Friendship Day this year by encouraging Snapchatters to ‘spread the love’,” said Snapchat EMEA senior marketing director Kate Bird.

“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,” she continued.

Print Club London director & partner Kate Higginson added: “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.”

She said that being an artist can be a very “solitary role” and said a huge part of the job is offering a home “where they feel welcome and able to connect to fellow creatives”.

“We are delighted to be sharing the message of friendship and community through the sales of these artworks.