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Channel 4 – Disarming Britain
Includes video content
Recommended by Warc editors
Warc Word of Mouth Marketing Awards, 2008
Channel 4's Disarming Britain season took an unflinching look at the increasing use of violence and weapons by young people on the nation's streets.
Channel 4's Disarming Britain season took an unflinching look at the increasing use of violence and weapons by young people on the nation's streets. The season featured a number of TV programmes and special online features dealing with the issue of gun and knife crime in the UK to help raise public awareness. Channel 4 was keen to evaluate the impact of the season as its level of success could have major implications for planning and programme making, particularly in the areas of news and current affairs. A 'calibrated engagement scorecard' was created, comprising advanced web analytics, social media monitoring, sentiment analysis, linguistic analysis, ethnography and strategic analysis and recommendations. This revealed precisely how C4's content was discovered, searched for, interacted with, perceived, commented upon, shared and recommended. It also helped to develop better informed strategies for interacting with users and developing future content and campaigns.
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