Diversity in Advertising Award

2018 Competition Winner

We are delighted to reveal that the winner of the 2018 Diversity In Advertising Award is The Royal Air Force and Engine!

For full press release regarding the announcement of the winner, please click here. 

Information about the Award

The Channel 4 Diversity In Advertising Award is back, with another £1million airtime prize on offer. 

In 2018 the focus of the competition is on the portrayal of women in advertising.

The Channel 4 Diversity in Advertising Award is a commitment to help improve diversity in advertising each year until 2020. Each year the £1 million airtime award is focused on a different area of diversity and encourages the advertising industry to embrace inclusive campaigns and extend Channel 4’s leadership in diversity beyond its editorial output and into the ad breaks.

The £1 million Diversity in Advertising Award for 2018 will focus on the portrayal of women in advertising. The award, which offers £1 million worth of commercial airtime to the winning creative idea, is inviting brands and creative agencies to develop a campaign which explores both the proportion of representation and how women are represented in adverts.

2018 has seen a spotlight turned on to gender pay gaps, the flourishing of the #MeToo movement, and 100 years since women won the right to vote. And now Channel 4 is asking ad creatives to create campaigns which challenge engrained stereotypes, objectification and sexualisation of women.

Studies have revealed a wide range of issues - such as prominence, objectification and intelligence - when it comes to the representation of women in the media. Unpacking Gender Bias in Advertising revealed that: there are twice as many male characters in adverts than female characters; 25% of ads feature men only, while only 5% of ads feature women only; and 18% feature only male voices while less than 3% of ads feature female voices only.

The study also showed that women in ads are mostly in their 20s whereas men are in their 20s, 30s and 40s, one in ten female characters are shown in sexually revealing clothing – six times the number of men; and women are more likely to the shown in the kitchen while men are more likely to be shown at a sporting event.

As in prior years, Channel 4 is calling on the UK advertising industry to tackle these challenges head on, and we’re offering a £1million airtime prize to the best campaign which does just that.

Have a click around this site for more details, or if you have any further questions, email us at 4sales@channel4.co.uk.

The Shortlist

Following a fantastic level of entries into the 2018 competition, from a vast array of brands and agencies, the shortlisting panel have whittled down to six shortlisted campaigns - all of whom are now invited to pitch their campaigns to our core judging panel in September.

The 2018 shortlist is ....

Ebay – entered by 72 & Sunny Amsterdam

Royal Air Force – entered by Engine

Flybe – entered by McCann Bristol

Cadbury Milk Tray – entered by Elvis Communications

Please note, following publication of the shortlist HSBC (Grey London) and Jaguar (Spark 44) unfortunately decided to withdraw from the competition.

Criteria

The award was set up to encourage the UK advertising industry to think differently about diverse inclusion in all its forms. In 2018, we are focusing on the portrayal of women in advertising.

There are campaigns already on our screens which represent women in a positive and appropriate manner – but sadly there just aren’t enough of them. This year we’re looking for an ad that really stands out even from the positive ads we’ve seen before.

Judges will be looking for a campaign which is a beacon for the issue, an idea that calls out the challenges and makes a really positive statement to our audiences. The winning ad shouldn’t be representative of what the future ‘norm’ should be, it should act as a catalyst for the change in mindset we’d like to see within the industry.

Campaigns which surprise or challenge the audience, and engage them in positive discussion and debate about the issue are welcomed.

Entered campaigns need to demonstrate their ability to hit the brands original objectives. This is not about just making an issue-led ad that ticks a box or fulfils a diversity target; we are looking for strong brand creative that merges the capacity to push a clever sales message, whilst calling out the issues in some form. The judges will also look favourably where entries have considered other forms of diversity, outside of the core women-in-advertising brief.

The core campaign idea needs to be a 30-60 second TV spot, which will launch on Channel 4 in Feb 2019. However, the judges are keen to see how the campaign idea could live beyond that spot, elsewhere in the world of TV and also how it might translate through the rest of the media landscape.

In the short-listing process the judges considered the following criteria:

• The Big Idea - The campaign idea needs to be articulated clearly and concisely. Concepts which feel fresh, new and grab your attention are welcomed.

• Meets Brands Objective - We're looking for campaigns that set out to achieve a specific brand objective and detail how the concept will deliver successful results.

• Prominence of the issue - We're looking for the issue of the incorrect portrayal of women in advertising to be prominent within the creative concept - this does not mean the issue has to be the focus, but it should be prominent.

• Feasibility and Fit with Channel 4 - The winning ad will appear on Channel 4, therefore judges will have to consider whether they feel the ad is feasible to bring to air - would it pass the requirements and clearances for broadcast ads, is Channel 4 an appropriate home for this messaging?

• Legacy and Amplification - The judges would like to see some consideration of how the campaign could live beyond the initial TV spot.

Entry Process

Keen to enter your idea? Here’s what you need to know about how to enter…

Initial entries took the form of a 2-page (max) PDF document and a Channel 4 panel created a shortlist of entries who will progress to the next round.

Shortlisted entrants will be invited to pitch to our main judging panel on the afternoon of Thursday 20th September at the Vineyard Hotel, Newbury. 

The judging in 2018 will take place as part of a separate Channel 4 event, The Plannertarium, and as such the pitches will also be watched by our event attendees – namely 40 junior advertising agency staffers. Whilst they will provide their feedback on the pitches to the main judging panel, the actual decision on the winner will be solely with our panel itself.

The winning campaign will be announced on 28th September, with the winning company expected to produce and clear the advert in time for broadcast from Feb 2019.

Be sure to check out the terms and conditions elsewhere on this site before entry, and if you have any questions, email us at 4Sales@channel4.co.uk.

Key Dates

Here are all the key dates you need to know for the 2018 competition.

23rd May 2018 – Competition launched & open for entries

9th July 2018 – Entry Deadline at 4pm

16th July 2018 – Shortlist announced

20th September 2018 – Finalists Pitches at the Vineyard Hotel, Newbury

1st October 2018 – Winner announced

Feb 2019 – Campaign on air!

Judges

We are delighted to have the following people on the 2018 judging panel:

Jonathan Allan- Chief Commercial Officer, Channel 4

Dan Brooke – Chief Communications Officer, Channel 4

Jane English – Business Director, 4Creative

Eoin McLaughlin - Creative Director, 4Creative

Dawn Butler - MP & Shadow Women & Equalities Minister

Brittaney Kiefer – Creative Editor, Campaign

Karen Fraser – Director Credos & Head of Strategy, Advertising Association

Leila Siddiqi – Head of Diversity, IPA

Lindsay Clay – CEO, Thinkbox

Gemma Greaves – CEO, The Marketing Society

Rules

1. The main prize is up to £1 million (net) of Airtime value, redeemable across the Channel 4, Box Plus and UKTV channel networks. The winning advert will launch on Channel 4 from 1st Feb 2019.
2. The airtime value will be fairly spread across the channels within the portfolios mentioned and must be fully redeemed by the end of March 2019. Any remaining value left after this time will be lost.
3. There is no cash equivalent available.
4. The airtime value is excluded from any existing share or volume share commitments with 4Sales.
5. The airtime value will be planned at the absolute discretion of 4Sales, but we will endeavour to plan efficiently for the winning brand's target audience.
6. The winning campaign should be able to run in all dayparts (or have a pitched version able to run in all dayparts) and its position in break will be natural delivery.
7. By entering into our competition, you accept our standard airtime advertising Terms and Conditions available at https://www.4sales.com/trading-terms-and-conditions (the “Airtime Ts & Cs”).and our Privacy Policy. Please ensure you have read these.
8. The winning campaign will be subject to all existing Channel 4 airtime advertising policies including the Airtime Ts & Cs and must comply with all usual advertising industry laws and regulations.
9. The winning campaign will feature main ad copy with minimum 30-second time-length.
10. Agency commission will not be payable on the airtime value.
11. By entering the competition, you accept that should you win you will be committed to produce an advertisement that reflects the winning pitch. Channel 4 will require regular contact and review sessions to ensure the creative concept being produced is true to the winning pitch.
12. If it is appropriate to do so, Channel 4 will require a logo credit on any endboards of the advertisements produced, when they are broadcast on Channel 4 networks. If the same copy is transmitted on other networks, or online, at a later stage then the Channel 4 logo credit is no longer required.
13. The winning advertisement must premiere on the Channel 4 network, and run exclusively (including all TV platforms, online platforms and social platforms) on the Channel 4 network for the duration of the campaign – unless specifically agreed by Channel 4 otherwise.
14. By entering you accept that the prize is airtime value only. Any additional media costs (such as VOD) and any production costs are not covered by the prize and are the responsibility of the winning company.
15. Only one winning campaign will be awarded the main £1million of 4Sales Airtime prize, however the non-successful short-listed campaigns (of which there will be up to 4 in total) will each be offered the opportunity to secure match funding to get their pitched campaign on air. 4 Sales will match-fund airtime investments of £250,000 with an equal value of airtime. For the avoidance of doubt this means if the client invests £250,000 they will receive an airtime package worth £500,000.
16. Investments below £250,000 will not be matched by 4Sales.
17. Investments above £250,000 will only be matched by a maximum £250,000 of value.
18. In order to qualify for the match-funding, the initial £250,000 investment would need to be excluded from any existing share or volume share commitments with Channel 4.
19. For the match funding opportunity, the advertisement would need to follow all of Channel 4's usual advertising terms and conditions including the Airtime Ts & Cs. Additional costs, such as All4 investment or campaign production, are not included in this prize and the final ad must reflect the campaign pitched in the awards competition. The airtime will be planned and delivered at the absolute discretion of 4Sales, but we will endeavour to plan efficiently for the winning brand's target audience.
20. Prizes are awarded at Channel 4's discretion and no prizes will be awarded as a result of improper actions by or on behalf of any entrant. Channel 4 and/or the Competition judges (acting reasonably) reserve the right not to select a winner or shortlist any campaigns, and/or to remove or amend selection criteria and/or the structure and operation of the Competition if entries are not of the requisite standard.
21. In order to be eligible for the competition, a written entry must be submitted alongside core contact details on www.4sales.com/diversityaward by the deadline of 4pm on 9th July 2018.
22. Only entrants who are in employment in the following categories may enter.
23. a. Media, advertising and creative agencies, entering with explicit backing of the client.

OR

b. Brand marketing teams can enter directly

24. Video or broadcast competitors of Channel 4 are not permitted to enter or have their brand entered by an agency.
25. At entry you must provide your work email address in order for us to verify that you are employed by a company that is eligible to enter. Failure to do so may result in your entry being disqualified.
26. At entry you must provide a name and contact email at the client mentioned in the entry in order for us to verify that they are fully supportive of your proposed idea.
27. The prize is awarded to the winning idea, brand and creative agency. The prize cannot be transferred to a different campaign concept, or to a different brand or creative agency.
28. Entries that exceed the 2-page written entry limit may be disqualified.
29. Judging of the Entries will be based on the creativity and originality of a creative concept, which accurately and positively represent women in advertising, or the issues faced by women in advertising. The judges are looking for entries that fulfil a brand's core advertising brief whilst encapsulating positive inclusion of females. The competition is about encouraging more representative (and less stereotypical) representations of women in mainstream advertising and the judges will be looking for campaigns which echo or support this ethos.
30. In the unlikely event that Channel 4 believe the advertisement produced does not match the intention of the original winning pitch, Channel 4 reserve the right to withdraw the prize.
31. Entrants understand that any information in the entries marked specifically as confidential will be seen only by the judging panel and competition organisers. Information contained in the finalists pitches highlighted specifically as confidential will only be seen by the judging panel, the extended judging panel and competition organisers. Please ensure to clearly mark-up which specific elements of your entry are confidential.
32. Entrants understand all other information contained in the entries may be used by Channel 4 in the promotion of this activity. However, rights to produce the campaign ideas entered will remain with the entering company.
33. After the closing date, the eligible entries will be short-listed to no more than five finalists by a panel of Channel 4 employees.
34. The short-listed entrants will be contacted by email on 16th July 2018 (announced publicly on 17th July 2018) and invited to pitch their idea to the main judging panel at an event on 20th September 2018.
35. The judging will take place at Channel 4’s annual ‘Plannertarium’ event, with the shortlisted parties asked to present their ideas in front of the judging panel and a group of 40 junior advertising professionals from across the industry.
36. The judging decision is made entirely by the main judging panel, but following completion of the pitches they will ask for feedback from the 40 event attendees to help guide their decision. The judges will retire, confer in private and make the decision alone.
37. The judging session takes place at the Vineyard Hotel in Newbury, on the afternoon of 20th September 2018.
38. Inability to attend the judging session will result in disqualification of the entry.
39. The winner will be notified and publicly announced by 28th September 2018. At this stage, the details of the winning campaign will not be revealed.
40. Any press releases referring to the competition or the campaigns pitched as part of the process should be discussed with and approved by the Channel 4 press office before publication.
41. Channel 4 reserve the right to amend the competition rules during the judging process if the chair of the judging panel deems it necessary. In this event, Channel 4 will notify all entrants of the change and will publish the updated rules on the competition website www.4sales.com/diversityaward.
42. The judges decisions are final.

For any questions on these terms, please email 4sales@channel4.co.uk