C4’s £1m Diversity in Advertising Award to highlight LGBT+ representation

Channel 4 has announced the next iteration of its award-winning £1 million Diversity in Advertising Award will tackle the lack of representation and stereotyping of the LGBT+ community. The award, which offers £1 million worth of commercial airtime to the winning creative idea, is challenging brands and creative agencies to develop a campaign which puts people from the LGBT+ community at the heart of their advertising without being tokenistic. The focus of this year’s competition comes after Channel 4’s sales house, 4Sales, commissioned the world’s biggest study in to diversity…

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Channel 4 embraces the power of purple for #PurpleLightUp

Channel 4 embraced the power of purple to mark International Day of Persons with Disabilities and the worldwide #PurpleLightUp campaign on 3rd December. The day encourages people to recognise disability by wearing purple and businesses to mark the day by using purple in their logos, on their websites and lighting up their offices in purple. The campaign to raise awareness of the #PurpleLightUp movement, created by PurpleSpace, celebrates the economic contributions made by disabled people. Channel 4 broadcasted a range of special moments and initiatives to highlight #PurpleLightUp beginning with…

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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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