In December 2021 Channel 4 will launch THE NATIONAL COMEDY AWARDS for STAND UP TO CANCER, celebrating the brilliant work of the rapidly changing comedy world at a spectacular star-studded awards ceremony in London!
The evening will celebrate the year’s most-loved emerging and established British comedy talent whilst raising funds for life-saving cancer research through Stand Up To Cancer (SU2C), a cause that many comedians already feel a part of due to Channel 4’s support for the charity over the last 8 years, making this a perfect marriage for an incredible event.
This unique opportunity offers both broadcast sponsorship as well as on the night sponsorship of the Awards Gala dinner, enabling brands to maximise the impact of their association.
A partnership driven by purpose
A partnership driven by PURPOSE - research shows that brands that engage with important issues through purpose- driven advertising are able to build stronger connections, particularly with younger customers*.
55 % believe that brands should be a force for good in the world, rather than just selling products and services
56 % are more likely to equate ethical products with better quality
1 IN 2 OF US IN THE UK WILL GET CANCER IN OUR LIFETIME**
Stand Up To Cancer harnesses the power of entertainment and celebrity to bring the UK together to speed up progress in life-saving cancer research. Channel 4 has partnered with SU2C since 2012 and it is the perfect charitable partner for this major new event in the comedy calendar.
SU2C is the flagship campaign of Cancer Research UK, who fund over 50% of all publicly funded cancer research in the UK. Covid-19 has had a devastating impact on their work and so the fundraising and awareness generated by the National Comedy Awards will play a huge role in supporting the vital work of the charity.
On October 15th 2021 Channel 4 aired the SU2C telethon and raised £32m so far!
The event always draws in the viewers with the telethon winning late peak versus competitors with a share of 28% for 1634, and 2.6m adults watching!
*Independent research by the Hook commissioned by Channel 4, ‘Is doing good, good for business’ 2019
**Ahmad AS et al, British Journal Of Cancer, 2015
The Format
The star-studded event will be hosted by one of the biggest names in comedy and will include sketches featuring an array of comedy stars, 10+ modern and unique award categories and off-the-cuff moments from exciting award presenters.
It will also shine a light on the important work of SU2C, which nights like this help to make possible.
The show will be the UK’s first major comedy awards to have the winners decided entirely by the general public and will include categories such as;
• Best Scripted Comedy
• Best Comedy Breakthrough Performer
• Outstanding Comedy Actor & Actress
• Best Stand Up Show
• Comedy Moment Of The Year
• Best Comedy In Crisis Moment
• Best Comedy Podcast
Plus 2 Special Recognition Legacy awards
Broadcast Sponsorship
The awards show is scheduled for broadcast on 17 December 2021 on Channel 4.
Predicted viewing figures 4.2 million, representing 8.5% of the UK adult population.
Sponsorship accreditation on idents (short films going into and out of the breaks, production costs to be borne by the sponsor):
• 15 second Opener
• 12 x 5 second Break Bumpers
• 10 second Closer
Video on Demand:
• 15 second Opener
• 10 second Break Bumpers
(where available and subject to rights)
• Plus logo accreditation on the voting website and related promotional
traffic-drivers where available and rights permit.
(N.B. That the website is currently live for voting)
Please note Scheduling and Break Pattern is subject to change
Awards Gala Sponsorship
SU2C are offering a unique opportunity for a sponsor to be a key part of the ‘on the night’ experience at the exclusive Awards Gala event recorded on 15 December 2021 at the London Roundhouse. The event will be attended by the leading lights of the comedy world including award nominees, agents and key industry representatives who will enjoy a full dining experience all in aid of Stand Up To Cancer. Benefits include:
• Logo accreditation on the Comedy Awards voting platform and related promotional traffic-drivers, where available and rights permit (Voting platform is currently live)
• Two VIP tables of 8 at the event, with central positioning close to the stage
• Opportunity for branding at event subject to compliance and production approval
• A full page advert in the Gala programme (Nov 10th copy deadline)
• Stand Up To Cancer partnership status which allows licencing opportunities for use of logo and messaging, staff engagement activities to connect your employees to the SU2C charity partnership and to create off-air press and media activations (see appendix for a case study)
All elements relating to the Awards Gala Sponsorship are controlled and operated by
SU2C and will conform to Covid -19 regulations.
For more information, the full market deck or to express interest please get in touch with: HOdonovan@Channel4.co.uk