Public broadcaster Channel 4 is launching a competition for B Corp certified UK businesses, giving them the chance to win free advertising airtime, as part of its commitment to sustainability.

As part of a collaboration between Channel 4 Sales and certification firm B Lab UK, the competition will see five businesses in the running to win up to £120,000-worth of advertising space across the broadcaster’s portfolio.

The initiative will aim to raise awareness and challenge misconceptions of what it means to be a B Corp certified businesses, which requires high standards of social and environmental performance, transparency, and accountability.

“This is an exciting opportunity to empower B Corps across the UK to reach new audiences, giving important visibility to a new generation of business with a belief in doing better for people and the planet,” said Ros Holley, B Lab UK’s director of comms and marketing.

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“As one of the fastest-growing B Corp communities in the world, UK B Corps of all sectors and sizes are showing that businesses can be a force for good. We want to encourage viewers to seek them out. Channel 4’s mission to champion unheard voices aligns perfectly with B Lab’s mission to create a more inclusive, equitable, and regenerative economy.”

With Channel 4’s live channel reaching as many as 31.9 million adults a month, ‘Force for Good’ will enable businesses who haven’t previously invested in TV advertising to reach large-scale new audiences.

Ewan Douglas, head of sales and business development as Channel 4 Sales, said: “We’re delighted to partner with B Lab UK to make this possible. As the competition opens, we’d encourage all eligible businesses from across the UK’s nations and regions to apply.

“For brands looking to explore the initiative, there are a number of B Corp certified media agencies to collaborate with, which will be listed on the competition site.”