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The million pound C4 win

Frances Barrett

After seeing London hit by a blizzard (OK, a very light dusting) in late April, it’s safe to say we’re all eagerly awaiting the beautiful British Summertime that seems to have arrived this week as we dive into May.

The quintessential British summer brings BBQs, strawberries and cream, seaside trips with an ice-cream or two and this year, after a four year wait…the 2016 Olympics and Paralympics will arrive!

For the Paralympics, C4 have won the UK broadcasting rights for a second time, and as part of their Diversity Charter – which commits to putting diversity at the heart of everything they do – C4 have created an incredible competition for one very lucky advertiser.

Advertisers have the chance to win £1 million worth of airtime across C4, Box and UKTV stations, as well as a launch spot in the 2016 Rio Paralympics Opening Ceremony on the 7th September. In 2012 the opening ceremony attracted over 7.8 million viewers and we’re anticipating high numbers this time as well.

So what are the rules and how can you enter?

  • The campaign idea needs to be a 30-60 second advert
  • Summarise your idea on up to 2 pages of A4 and submit your entry by 5pm Wednesday 25th May…simple
  • The shortlist will be announced on the 27th May, followed by a pitch day on the 7th June, with the winner announced on the 9th June

All Response Media Viewpoint
Well, the first question is, what’s the catch? The honest answer to this is that there doesn’t appear to be one. There are some minor conditions to be aware of that can increase your chances of winning though:

  • You have to organise production and broadcast approval of the ad prior to launch
  • Campaign ideas should prominently feature disabled talent as well as normalising disability, challenge misconceptions or make a positive statement about disability
  • The judges want to see how the campaign idea can live beyond that spot through both TV and alternative media

So, why would this be good for you?

  • It’s £1 million of free advertising
  • It’s a great chance to test C4 across all day-parts and stations risk free
  • There’s an opportunity to develop a new creative
  • Improve on-screen representation
  • Challenge perceptions and support those who are disabled or disadvantaged
  • Those who typically run a DR creative can test brand – helping to increase overall brand awareness and perception

If we’ve piqued your interest and you want to know more – or if you already know this is the right move for you – then do contact your team who will help throughout. Now let’s go win you that £1 million!