C4 showcases people with an affinity to 4 in on-screen continuity

17 November 2016

 

Channel 4 will be opening up the airwaves and giving a voice to people who have a special connection to the number 4 as part of its Voices of 4 campaign which celebrates Britain’s diversity.

The broadcaster’s award winning in-house creative agency 4ceative has worked with 17 people from across the UK, who in the context of their association with 4 will be introducing some of the broadcaster’s biggest prime time shows, in 130 continuity slots.

Taking control of the continuity announcer’s mic to introduce programmes such as Gogglebox, First Dates and Grand Designs will be Melissa, driver of the number 4 bus in Edinburgh; Dan, a blind footballer who wears shirt number 4; a Year 4 class at the world’s only Manx Gaelic-speaking primary school and Divina, a drag queen who performs at no. 4 Canal Street, Manchester – to name a few.

Watch here: Voices of 4 compilation film.

Dan Brooke, Channel 4’s Chief Marketing and Communications Officer said: “Channel 4’s public service remit puts diversity at the heart of everything we do. Using 4 as a lens, Voices of 4 reflects our commitment to championing alternative voices and celebrating Britain’s wonderful cultural diversity.”

The first of the new Voices of 4 films launched on Monday 14th November on Channel 4. The films will air during peak time until 11th December.

Channel 4’s Continuity Team and 4Creative have a long-held reputation for their bold, edgy and innovative approach to providing programme links for viewers. Previous campaigns included inviting shopkeepers and residents from the UK's most ethnically diverse street in Leicester to introduce Channel 4 shows; urban poets performing original material on-air to mark National Poetry Day and inviting five people with communication difficulties to script and deliver continuity announcements live on screen.

Earlier this year Channel 4 reaffirmed its commitments to the 360° Diversity Charter. The Charter puts diversity at the heart of all decision making at Channel 4, across all activities on and off-screen, at every level and with all external partners and independent producers.

Notes to Editors

Creative credits

Client: Channel 4 Marketing

Head of Marketing: James Walker

Deputy Head of Marketing: Laura Ward

Marketing Executive: Zoe Baker

Agency & Production Company: 4Creative

Executive Creative Directors: Chris Bovill and John Allison

Creative Director: Dan Watts

Creative team: Jack Croft & Stacey Bird

Senior Account Director: Jane English

Senior Producer: Liz Arnott

Director: Barry Dyer

Senior Digital Producer: Christos Savvides

Digital Producer: Maddie Smith

Researcher: Rose Waite

Street Casting: Julie Tomkins

Director of Photography: Ula Pontikos

Steadicam: Andrew Fletcher

Sound recordist: Crispin Larratt

Art Director: Simon Davis

Editor: Ian Ashford, Sara Faulkner, Alex Lea

Online Post Production: Martin Waller at Envy

Colourist: Danny Wood at Envy

Audio Post: Rich Martin at Envy