Channel 4 is encouraging brands and creative agencies to feature disability and disabled talent in their advertising campaigns in the run-up to the 2016 Rio Paralympic Games.
Exclusive launch spot
The initiative is called Superhumans Wanted and Channel 4 is offering a £1 million prize to the brand or agency which creates and submits the strongest campaign idea. The winning entry will be given an exclusive launch spot in the first break of the 2016 Rio Paralympic Games Opening Ceremony which takes place on 7th September.
“The aim is to help inspire agencies and clients to think about what they can do to champion disability.”
It is hoped that the competition will encourage UK advertisers to think differently about how they represent disability in their advertising campaigns.
Challenge perceptions of disability
Jonathan Allan, sales director at Channel 4, said: “As part of Channel 4’s Year of Disability, we want to ensure that our commitment to better reflecting disabled people goes beyond just our 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. By us putting some serious skin in the game through giving away this significant amount of TV airtime, 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 competition will be judged by key industry bodies and commentators as well as Channel 4 Board members and in-house creative agency, 4Creative.
For more information visit the Channel 4 website here.
