Channel 4

#TogetherAgainstHate

But really, why are people such d**ks?

Nationwide are known to champion real, diverse people in their advertising, but when they saw the level of online hate directed at their everyday contributors, they felt it was time to speak up. 

A staggering 41% of young adults have seen racist abuse and 37% have seen homophobic abuse, bullying or harassment online! This was not acceptable. Channel 4 know the power of driving impact at scale and are committed to diversity, making them the perfect counterpart for some content innovation to help highlight and address this serious issue. 
To expose the level of toxicity and threat happening online, a full ad break was taken over on primetime Channel 4 programming.  Using existing ads that all featured real people (all of which received horrible online abuse) each brand spot was corrupted with the treatment of real hateful posts about the people in the ad itself. Bookended by shocking statistics about online bullying. By quite literally shining a light on the scale of the problem and giving these comments no place to hide, the aim was to prick public consciousness and spark conversation about what is and what isn’t acceptable to say online.
image-asset (14).png
image-asset (13).png
image-asset (18).png
image-asset (19).png
image-asset (20).png
image-asset (21).png
image-asset (22).png
image-asset (23).png
image-asset (15).png
image-asset (16).png
image-asset (17).png
image-asset (24).png
image-asset (25).png

AWARDS:

Marketing Week:
Campaign of the Year

Third Sector Awards:
Campaign of the Year

Marketing Society Brave Awards:
Grand Prix - Winner

Campaign Big Awards:
Best Idea for a Purpose

Media Week
Media Creativity - Gold

Previous

Coors Light - Coldest of all Time
Next

Ecover - Wear not Waste