How do you solve a problem like the lack of diversity in advertising? If you are Channel 4 you put your money where your mouth is. The Channel 4 Diversity in Advertising Award, which has awarded £6m of free airtime to date,  is now in its seventh year and continuing to both financially support and creatively challenge the industry to raise the bar when it comes to diversity in advertising.

This year the groundbreaking awards are focused on tackling the lack of authentic representation and portrayal of disabled people in TV advertising.

The focus follows new research from the broadcaster’s ongoing Mirror On The Industry study. According to the research, while  disabled representation has improved over the last few years, it still remains incredibly low. The research highlights that much more work needs to be done if British TV Ads are to be truly representative of the UK’s disabled population. 

While more than one in five people are currently disabled, the data reveals that just 4% of TV adverts in the UK feature disabled people (vs 3% in 2020). This is  considerably lower than the 22% of the UK population who are currently  disabled.

Furthermore, the majority of these roles were filled by older characters, with 33% portraying characters who were  over 50​ vs. 11% of all characters). While  only 1% ​of TV adverts feature disabled people playing lead roles​, underlying the industry’s lack of main character energy when it comes to embracing the opportunity to represent and connect with disabled people. 

A legacy of positive change. 

Since 2016, Channel 4 has championed diversity, supporting  the UK advertising community to be more inclusive in their campaigns with its annual £1 million airtime prize. An investment of £6 million worth of commercial airtime to date.

Previous winners include AMV BBDO’s groundbreaking work for TENA which successfully smashed stereotypes surrounding ageing and the menopause. While Iris hit all the right notes with an impactful campaign for Starbucks ‘What’s your name?’ which championed LGBT+ representation. 

Other winners have focussed on disability (Maltesers), mental health (Lloyds Bank), the portrayal of women in the media (RAF) and Black, Asian & Minority Ethnic Culture (EA Sports). This marks the first time the broadcaster has returned to a focus; reflecting the fact that inclusion is an ongoing long-term strategy, not a one off iniative. 

Research from Channel 4’s own research, its PL4YBACK studies, shows that all of the previous award-winning campaigns have tracked higher on brand recognition and improved brand opinion vs standard Channel 4 creative advertising campaigns. Proving that diversity drives both creativity and effectiveness. 

A challenge to raise the bar

This year Channel 4’s 2022 Diversity In Advertising Award brief is challenging advertisers and creative agencies to pitch an exceptional campaign which features and portrays disabled people with any kinds of condition, whether it’s a visible or a non-visible disability, at the heart of the ad, which must remain a powerful promotion for the brand’s product or services. It is the first time the award has returned to a previous theme since its inception in 2016.

The judging panel, which is made up of experts from across the industry, will decide the winning advert which will receive £1m of commercial airtime across Channel 4, All 4 and, for the first time, Channel 4’s YouTube channel. Verica Djurdjevic, Chief Revenue Officer at Channel 4, explained: “Our ground-breaking Diversity in Advertising Award has generated a huge amount of debate within the advertising industry since it was launched in 2016.

However, she continued: “But actual progress on improving disabled representation has been too slow and it’s time to supercharge our efforts, embrace the challenge and put disabled people at the heart of our campaigns.”

Broadcaster Ade Adepitan, who got his first break into television as a result of appearing on a TV advert, will be on the Diversity In Advertising Award judging panel. He explained: “More than a fifth of the UK population is made up by disabled people and it’s only right that they see themselves fairly reflected across the media.”

Pointing to the impact of Channel 4’s Super Humans campaign Adepitan said the broadcaster had consistently shown the incredible impact an ad can have. In a rousing message to the creative industries he noted that “It is time for the advertising industry to harness its creative energies and fully embrace the diversity of the whole population.”

He continued: “It’s crazy to think we’re still in a world we’re Channel 4 needs to offer £1 million to get advertisers to properly reflect the British population, but sadly, we are.”

Disability equality charity Scope, which has campaigned tirelessly for the rights and representation of the disabled community, warns that the creative industries are consistently overlooking a fifth of the population. An approach which means the UK advertising industry simply isn’t connecting or representing vast swathes of the population. A lack of representation which is akin to a business black hole. 

James Taylor, Director of Strategy at Scope, who will also be on the judging panel, credited Channel 4 for spearheading broadcasting and content which has consistently promoted the representation of disabled people for well over a decade. He explained: “There are over 14 million disabled people in this country, yet disability still remains hugely underrepresented on our screens and throughout the advertising industry. “

He continued: “By consistently overlooking a fifth of the population, the UK advertising industry is missing out on both creative and business opportunities.”

Channel 4 has also revealed that the winning Diversity In Advertising Award ad and accompanying 4Studio campaign must follow AdGreen guidelines provided by the Advertising Association which helps eliminate the negative environmental impacts of production.

The judges will also select five runners up and Channel 4 will offer each £250k of match-funded commercial airtime. Entries must be submitted by 4pm on 24th August 2022.

Details about the Channel 4 Diversity in Advertising Award and how to enter can be found here.