Channel 4 Launches £1m Prize For Advertisers
Channel 4 has staked £1m of its commercial airtime as a prize in a new initiative announced to encourage brands and media and creative agencies to prominently feature disability and disabled talent in their advertising campaigns.
Launched as part of Channel 4’s Year of Disability, the £1m Superhumans Wanted prize will be awarded to the brand or agency which submits the strongest campaign idea, with the advert given an exclusive launch spot in the first break of the 2016 Rio Paralympics Games Opening Ceremony on Wednesday 7th September.
The competition extends Channel 4’s 360° Charter commitments to improving diversity on-and-off-screen beyond just its editorial content and into Channel 4’s important commercial airtime.
The Superhumans Wanted initiative aims to encourage UK advertisers to think differently about how to represent disability in TV ad campaigns.
The initiative launches ahead of Channel 4 broadcasting live coverage of the 2016 Paralympic Games in September.
The closing date for entries is Wednesday 25th May 2016 and the winning campaign will be announced on Thursday 9th June 2016.
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