Maltesers look on the light side of disability

Light Side of Disability

Channel 4 has staked £1million of its commercial airtime as a prize in a major new initiative designed 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 £1million Superhumans Wanted prize will be awarded to the brand or agency which submits the strongest campaign idea – and their ad given an exclusive launch spot in the first break of the 2016 Rio Paralympics Games Opening Ceremony on Wednesday 7 September.

The competition, launched at Advertising Week Europe, extends the broadcaster’s far-reaching 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 they represent disability in their TV ad campaigns. In line with its remit, Channel 4 wants to work with the ad industry to improve diverse representation and challenge perceptions to help commercial airtime on television better reflect the diversity in Britain today.

The initiative launched ahead of Channel 4 broadcasting live coverage of the 2016 Paralympic Games in September – and the follow up to the multi-award winning Meet the Superhumans marketing campaign set to launch this summer.

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