Channel 4 are offering £1 million of its commercial airtime as a prize to encourage advertising companies to prominently feature disability or disabled talent in their advertising campaigns
The campaign is part of the broadcaster’s Year of Disability, and will award the brand or agency with the strongest campaign idea with an exclusive spot in the first break of the 2016 Rio Paralympic Games Opening Ceremony.
The competition is part of Channel 4’s commitment to improving diversity on- and off-screen beyond simply its editorial content and into Channel 4’s important commercial airtime.
The initiative aims to encourage UK advertisers to think differently about how they seek to represent disability in their TV advertising campaigns in order to better reflect the diversity in Britain today.
Channel 4’s Jonathan Allen said “we want to ensure that our commitment to better reflecting disabled people goes beyond just out editorial approach and into our ad-breaks. The aim is to help inspire agencies and clients to think about what they can do to champion disability.”
He added, “We hope to encourage the best creative ideas from our ad partners that will resonate with all our viewers and challenge perceptions of disability, just as our Meet the Superhumans campaign did in 2012."
The judging panel will be made up of key industry figures including representatives of The Voice of British Advertisers, ISBA; the Advertising Association; Campaign Magazine and members of the Channel 4 board and in-house creative agency, 4Creative.
Details on how to enter are available on the Channel 4 website. The closing date for entries in Wednesday 25th May 2016 and the winning campaign will be announced on Thursday 9th June 2016.