The Royal Air Force and Engine win C4’s Diversity in Advertising Award

Channel 4 has announced that the Royal Air Force and Engine have won the broadcaster’s £1 million Diversity in Advertising Award 2018. The brand has won £1 million worth of commercial airtime for a campaign which addresses the portrayal of women in advertising. The winning ad will air in February 2019. Four creative ideas were shortlisted for the final of Channel 4’s annual award which this year invited agencies to create a campaign challenging ingrained stereotypes and the objectification and sexualisation of women. The theme of the award comes in…

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Nationwide, Maltesers & McCain confront online abuse in C4 ad break

Channel 4 has teamed up with Nationwide Building Society, Maltesers and McCain to broadcast a primetime ad break takeover which takes a stand against online abuse. The break will feature a selection of genuine cruel social media posts aimed at the real people cast in the brands’ ads in an effort to encourage viewers to consider the impact of divisive and hateful comments online. The takeover was broadcast during the first episode of the new series of Channel 4’s Gogglebox at approximately 21.12pm on Friday 7th September 2018. Viewers were…

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Channel 4 finds purpose-driven ads resonate most with young viewers

Brands which engage with important issues through purpose-driven advertising are able to build a stronger connection with young customers, according to new research from Channel 4’s 4 Sales. The research was commissioned to coincide with “PL4Y presents…” the first in a new series of exclusive, invitation-only events which bring together key influencers from across the ad industry to debate topical issues. Most respondents (55%) believe that brands should be a force for good in the world, rather than just selling products and services (45%) and young people are particularly receptive…

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C4 names six finalists of £1m Diversity in Advertising Award 2018

Channel 4 have announced the six brands shortlisted to win £1 million of commercial airtime via the Diversity in Advertising Award, which this year focuses on the portrayal of women in advertising. The six shortlisted brands and agencies, chosen from more than 50 entries, are: Cadbury Milk Tray and Elvis Communications; eBay and 72 & Sunny Amsterdam; Flybe and McCANN Bristol; HSBC and Grey London; Jaguar and Spark44; and the Royal Air Force and Engine. The award aims to encourage the advertising industry to embrace inclusive campaigns, extending Channel 4’s…

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C4 £1m advertising diversity award focuses on portrayal of women

Channel 4 today announced its £1 million Diversity in Advertising Award for 2018 will focus on the portrayal of women in advertising. The award, which offers £1 million worth of commercial airtime to the winning creative idea, is inviting brands and creative agencies to develop a campaign which explores both the proportion of representation and how women are represented in adverts. 2018 has seen a spotlight turned on to gender pay gaps, the flourishing of the #MeToo movement, and 100 years since women won the right to vote. And now…

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