Channel 4

Challenging the mainstream and championing diverse voices is one of Channel 4’s founding principles. Our annual Diversity in Advertising Award is 4Sales’s commitment to help improve D&I in advertising each year until 2020. Shining a spotlight on a different facet of diversity each year with a £1 million airtime prize, not only does the competition champion Channel 4’s leadership in diversity, it allows us to work with advertisers to create award-winning campaigns and ongoing partnerships.

Winners of the award have seen their diverse creatives rewarded with some truly amazing results: from an 8% sales uplift and touted as the best campaign in the brand’s 80-year-old history (Maltesers) to shifting positive sentiment of the brand from 13% to 92%, we’re proud to champion diversity and inclusion.

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