Channel 4 has awarded E45 and The&Partnership as winners of the broadcaster’s £1 million Diversity In Advertising Award for their authentic portrayal of LGBTQIA+ communities.
E45’s campaign, which was chosen from six finalists, was selected by a panel of 12 judges from the advertising industry as well as people from the LGBTQI+ community.
Produced and broadcasted in 2024, the campaign will now receive £1 million worth of free advertising space across Channel 4’s portfolio, with an additional £100,000 worth of social media value.
This will include £40,000 worth of social production from Channel 4’s in-house digital content creation department, 4Studio, and £60,000 worth of exposure on Channel 4’s social media channels.
The five runners-up – Absolut (Ogilvy UK); The AA (The Gate London); Durex (Havas London); Bodyform (AMV BBDO); and Snag (Dentsu Creative) – were also offered the opportunity to secure match funding.
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Channel 4, which has so far given away more than £7 million worth of commercial airtime since 2016, has announced it will match-fund airtime and digital and VOD Advertising investments up to £250,000.
This year’s competition theme followed in the wake of industry-leading insight commissioned by Channel 4 and 4Sales, which revealed brands had actively stepped back from portraying LGBTQIA+ communities – apprehensive about potential backlash.
Diversity In Advertising Award’s previous themes have focused on disability, mental health, ethnicity and the portrayal of women in the media.
“The quality of the campaigns in this year’s awards was high, and it’s probably the strongest set of entries we’ve ever had,” said Channel 4 chief revenue officer and chair of the Diversity In Advertising Award judging panel Veriça Djurdjevic.
“The brands and their agencies gave the judging panel a wonderful problem, but E45 and The&Partnership just edged it. I can’t wait to see their campaign on air and to see the impact it has.
“Because the entries were all so strong, the judges were passionate about seeing all of the ideas make it to air. I’d urge all the finalists to make their campaigns a reality and take us up on our offer of match funding.”
Karo Healthcare global skin health category director, Sally Perry, added: “We’re very proud to have been named the winner of Channel 4’s 2023 Diversity in Advertising Award with our brand E45.”
“Thanks so much, Channel 4 for giving us a platform to increase the visibility of LGBTQIA+ communities in advertising. Congratulations to all the other shortlisted brands.
“E45’s mission is to help people feel comfortable in their skin and we hope that we can drive long-term, positive change in public attitudes with this work. Thanks to our LGBTQIA+ team and allies at The&Partnership for their commitment and passion. Watch this space!”
