Building on the success of last year’s activity, Channel 4 has partnered with NatWest, Nationwide Building Society and Sainsbury’s to create an ad-break takeover for this year’s Purple Light Up, which celebrates the economic contribution made by disabled people worldwide.
Disability Works
The Big Idea
Sainsbury’s, Nationwide, NatWest and Channel 4 will together donate one 60 second ad spot to three social enterprises who were sourced in partnership with Disability Confident and Scope, for providing employment opportunities to those who are disabled, impaired and disadvantaged.
Soap producer Beco – Better Considered, chocolatier Harry Specters and Ignition Brewery, were gifted airtime for being shining examples of how ‘disability works’ – disabled people being their most authentic selves in work and celebrating their positive contribution to the UK economy.
The campaign to raise awareness of the #PurpleLightUp movement, originally created by PurpleSpace - of which Channel 4 is a member - celebrates the economic contribution made by disabled people worldwide.
“It’s fantastic to see Channel 4 supporting Purple Light Up again. Showcasing disability employment by giving disabled entrepreneurs a platform on our primetime screens can only be positive. Disabled people remain shut out of the workplace, and massively underrepresented on our screens and behind-the-scenes. We'd like all companies to become disability gamechangers, actively challenging perceptions and attitudes towards disabled people in everything they do.”
Making it Happen
Each donating advertiser will also receive an accompanying 10 second introduction proceeding the advert showcasing their gesture which will help raise the profile of these businesses and products this Christmas.
Jonathan Allan, Channel 4’s Chief Commercial Officer said: “Building on the resounding success of last year’s #PurpleLightUp activity, it’s great to work with these three great brands to donate this unique ad break, which we hope will encourage businesses to realise the value that talented people with disabilities bring to the workplace.”
The Results
The unique campaign - ‘Disability Works’ - will broadcast during Channel 4’s How to Save 1,000 Online on 3rd December 2019 at 8pm to commemorate International Day of Persons with Disabilities.
The idea has been devised by 4Sales’ creative arm PL4Y and led by Thomas Pullen, Creative Producer and Adam Denton, Creative Strategist, working with agency partners Wavemaker (Nationwide) Zenith Media (NatWest) and Omnicom Media Groups PHD (Sainsbury’s).