Channel 4 has revealed the shortlist for its 2024 Diversity in Advertising Award ahead of the final announcement due later this month, with the winner securing £1 million-worth of airtime.
The final shortlist includes:
- McDonald’s and Leo Burnett for the use of creative accessibility tools to illustrate the multisensory aspect of the restaurant chain’s products.
- The V&A and Adam&EveDDB for an inclusive ad that spotlights the creative experience of disabled, deaf and neurodiverse people.
- The Open University and Havas for a campaign that musically showcases the accessible education options it provides.
- Currys and AMV BBDO for a work that shows the relief disabled customers feel when their needs are understood.
- Motability and VCCP for a campaign that promotes the motability scheme, which provides cars specially adapted for people with disabilities
Each entry will be judged on how its creative reaches visually and hearing-impaired people, how the work considers representation and how it fits in with the brand and creative execution.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“This is a really important award not just for the winning brand but also the wider industry,” Channel 4’s chair of the awards and head of sales, Victoria Appleby said.
“Our objective is that it will inspire a step change among brands in the way that they incorporate accessibility and diversity within their campaigns going forward.”
Just for making the shortlist, each entrant will receive £250,000-worth of airtime across the broadcaster’s portfolio, in a bid to have as many representative ads on air as possible.
