Channel 4 has revealed its brand-new Stay Safe #BeMoreRainbow film, it launched on 3rd July during the ad break of Celebrity Gogglebox.
As the country grapples with important social issues and moves out of lockdown and into a new kind of normal, the campaign aims to remind viewers of the need to carry on being community-minded, to be kind to each other and to Stay Safe – all in a typically Channel 4 way.
4Creative, Channel 4’s award-winning, in-house creative agency is behind the new 40-second film featuring an animated 80s-style sparkly rainbow. Viewers will meet ‘Rainbow’ – who recites how busy he’s been representing both the NHS and Pride whilst also standing up for all communities during the Covid pandemic. He’s exhausted and calls on people to just be kind – #BeMoreRainbow
Extract: “Eaasyy, I’m the Rainbow. Never been busier. I’m literally EVERYWHERE.Been mad hectic repping key workers. And then BANG! Pride season. Plus I’m rocking extra stripes for all us people of colour. DOUBLE RAINBOW, mate. But I’m stretched here, I’m sweating .So help a rainbow out: Just be kind people!”
The campaign will run across Channel 4’s portfolio of TV and social channels and follows on from the broadcaster’s wider #StayAtHome and #StaySafe activities. These included the We Need Your Butt / #StayAt Home film that was run at the start of lockdown to amplify the important public health message to Stay Home, Save Lives.
The release of the film coincides with the 72nd anniversary of the NHS on Sunday 5th July and is an additional way of saying thanks, as people around the country gather for one last nationwide applause. It also nods to a move out of lockdown as parts of the country start to lift restrictions further this weekend.
Zaid Al-Qassab, Chief Marketing Officer, Channel 4 said: “These can feel like turbulent times and as we move out of lockdown and into a new, socially distanced norm, the community spirit that’s thrived over the last three months will be as important as ever. Our hope is that this playful campaign will continue to remind viewers of benefits of being community-minded in a typically irreverent Channel 4 way, whilst saying thanks to all those in our communities who work hard to keep us safe.”
Lynsey Atkin, Executive Creative Director, 4Creative said: “He’s been silently watching us from our windows for months, but now Rainbow’s finally found his voice – and turns out being the poster guy for love, hope and a better world can get a ‘bow real wrung out. So, let’s all lend him a hand, take a stripe out of his semi-circle and just be kind, people.”