Wavemaker / Nationwide


Nationwide, partnering with Channel 4, galvanised a coalition of like-minded parties across the industry to work together and take a stand on the proliferation of online hate.

We created a hugely impactful ad break takeover in Gogglebox, a programme which itself represents and celebrates diversity across the UK, and showcased the disturbing abuse targeted at the real people in Nationwide, McCain and Maltesers’ advertising.

Distorting the original adverts, the content spanned a shocking spectrum of racism, homophobia and disability related hate, juxtaposed with the warmth and acceptance of the show, and asked viewers: if it’s not ok to say it face to face, why is it ok online?

The ad break was supported by activations across other channels including a large-scale influencer campaign and a special report week on LBC radio, to continue driving conversation on the topic of online hate.

The response was phenomenal. The TV ad break prompted an outpouring of support, as we trended number 1 on Twitter and generated PR coverage from 15 national news outlets.

Research indicated this was Channel 4’s most impactful ad break ever, with highest scores for ‘instigating a positive change’.

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