It’s not often you hear a newsreader say, “Now turn your dial to max inclusion and ride me to Nadia, bitches.” It’s not often you hear a broadcaster say, Sorry, not sorry”.

But that’s Channel 4 and its agency 4creative. Altogether Different.

The broadcaster has responded to the winding down of DEI with this message:

“It has come to the world’s attention that diversity, equity and inclusion may have gone far, far too far.

“But Channel 4 exists to create change – challenging with purpose, representing unheard voices, and reinventing entertainment.

“It’s in our public service remit and it’s in our DNA. 

“Why? Because Channel 4 is Altogether Different. 

“For this, we can only say – sorry, not sorry.” 

…and a campaign leading with a commercial that begins with newsreader and journalist, Phil Gayle, issuing a DEI statement that appears to support the DEI tapering – except that it is interspersed with clips featuring Channel 4’s content.

Channel 4 CMO, Katie Jackson, said in a statement, “This is your PSA that Channel 4 is doing what it’s always done. We’re not perfect, but we are Altogether Different. Sorry. Not sorry.” 

David Wigglesworth, ECD, 4creative, added, “If you think we’ve gone too far – buckle up.’”

The campaign launched across Channel 4’s social channels on Friday 13 June, and on Channel 4’s main channel before the network premiere of M3gan on Saturday 14.

Credits:
Brand: Channel 4
Chief Marketing Officer: Katie Jackson
Marketing Director: Amber Kirby
Head of Marketing: Nic Moran
Marketing Lead: Anna Kerr

Creative Agency: 4creative
Director of 4creative: Miketta Lane
Executive Creative Director: David Wigglesworth 
Head of Production: Charlie Bettice
Head of Creative Operations: John Trevor
Director: Barry Dyer
Junior Director: Sam Baker
Senior Producer: Simon Glover
Producer: Max Williamson
Production Manager: Hannah Jones
Production Assistant: Sophie Hedgley