Tag: Diversity in Advertising Award

Channel 4 encourages new thinking on class representation with next iteration of Diversity in Advertising Award

Stuart Mitchell

Channel 4 Sales has launched the eleventh edition of its annual Diversity in Advertising Awards, offering £1 million worth of advertising airtime to support work that champions more authentic representation in advertising. This year’s iteration focuses on class, asking brands and agencies to challenge outdated stereotypes and better represent the lives, agency and influence of working-class people across the UK.  A 2024 YouGov survey found that 56% of Britons consider themselves working class, while a 2025 report from the Social Mobility Commission similarly found that 53% of the public identify as working…

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Currys and AMV BBDO named winners of Channel 4’s Diversity in Advertising Award 2024

Stuart Mitchell

Currys and AMV BBDO have been announced as the winners of Channel 4’s 2024/2025 Diversity in Advertising Award.  Their campaign, ‘The Sigh of Relief’, which embeds inclusive practices at the heart of the creative, will receive £1 million of advertising space across Channel 4 next year which will showcase the relief disabled customers feel when they have their needs immediately understood in safe spaces. In addition, the four runners-up are being offered the opportunity to secure match funding to get their entries on air. ‘The Sigh of Relief’ was chosen…

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Channel 4’s Diversity in Advertising Award 2024 challenges brands to make TV ads accessible and ‘Inclusive by Design’

Stuart Mitchell

Channel 4 has challenged the advertising industry to build inclusion and accessibility into all campaigns, as it launched its £1 million Diversity in Advertising Award for 2024. This year’s brief – Inclusive by Design – encourages brands and agencies to remove the barriers faced by many people when engaging with TV advertising, by encouraging them to embed inclusive practices into their creative. The brief is a call to arms to innovate in the craft of advertising, to make it possible for consumers in all of their diversity to fully experience…

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E45 and The&Partnership win Channel 4’s £1 million Diversity In Advertising Award

Stuart Mitchell

The brand E45 and its agency The&Partnership have been selected as the winning campaign of Channel 4’s £1 million 2023 Diversity in Advertising Award. The campaign was chosen from six finalists who rose to the challenge to address the lack of authentic representation of LGBTQIA+ communities in TV advertising across the UK. A panel of 13, which included leaders from the advertising industry as well as people from the LGBTQI+ community, selected E45 and The&Partnership’s campaign pitch from the shortlisted finalists. The campaign will now be produced and broadcast in…

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Channel 4’s 2023 Diversity in Advertising Award challenges UK advertisers on portrayal of LGBTQIA+ communities

Stuart Mitchell

Channel 4’s £1m Diversity in Advertising Award 2023 will challenge the advertising industry to address the lack of authentic representation of LGBTQIA+ communities in TV advertising across the UK. New industry-leading insight commissioned by Channel 4 and 4Sales has shown that brands have actively stepped back from portraying LGBTQIA+ communities, becoming apprehensive about promoting campaigns such as Pride through fear of backlash. The award challenges brands to authentically reflect the under-represented by being bold and ‘Proud All Over’, a nod to the broadcaster’s ongoing Pride campaign which shines a light…

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