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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Channel 4 Introduces TV Sector Guide on Employing Disabled Talent

Channel 4 in the UK has produced a pioneering guide to employing disabled people which has been especially tailored for the TV industry. The guide offers companies in the broadcast sector a range of practical advice on employing disabled people including how to find disabled talent, how to make a company more attractive to disabled people and ways to offer support to disabled employees. The guide explains basic information such as what is meant by ‘disability’, guidance around language and some simple do’s and don’t’s but also offer focussed advice…

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C4 to launch Lloyds Bank’s £1m Diversity in Advertising campaign

Lloyds Bank’s winning ad campaign of the Channel 4 £1m Diversity in Advertising Award launched exclusively on Channel 4 on mental health awareness Time To Talk Day (1.2.18). The adverts will feature celebrities – including Professor Green, Jeremy Paxman, Rachel Riley and Alex Brooker – as well as members of the public and Lloyds Bank colleagues playing a variation of the ‘Who am I?’ sticky-note guessing game, to explore the common misconceptions about living with a non-visible disability. And to coincide with the campaign’s launch, a new Lloyds Bank and…

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