With the current cost-of-living crisis biting hard, public broadcaster Channel 4 has revealed an exclusive collaboration with seven major consumer brands.

In what Channel 4 termed a ‘one-of-a-kind’ ad break, the collaboration has been designed to help viewers fight the ongoing crisis with money-saving tips and information about services offering support to individuals and communities.

Participating brands include retailers Boots, Co-Op and Lidl, telecom firms Giffgaff and Vodafone alongside Nationwide bank and price comparison site Go.Compare.

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Developed by the 4Sales Creative Hub, the ad break begins with a special disclaimer explaining to viewers the concept of the upcoming bespoke break, with an outro directing then directing them to a specially-created support website.

“We are really proud of this campaign which brings together some of our advertisers who have initiatives to help during these tough times.

“In doing so, we hope to achieve more prominence for the support they are offering audiences,” Channel 4 creative leader, Martin McAllister said.

Nationwide marketing and communications director, Mark Brayton added: “We understand and appreciate the challenges many of our members are facing regarding cost of living, so we’re proud to have been selected to take part in this special advertisement break.

“Our dedicated cost of living hotline continues to offer valuable support for members who really need it. It’s great to be able to show this alongside other like-minded brands, during such challenging times.”