Channel 4: Black to front

Channel 4, the UK TV channel, responded to the Black Lives Matter movement of 2020 with a day of all-Black programming and advertising, initiating a social media conversation and jolting the media industry into action on minority representation.

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The challenge

In the Summer of 2020 two things dominated the headlines. Covid19 & Black Lives Matter. At Channel 4 we were born to represent, challenge and re-invent & at that moment we asked ourselves one question. Were we doing enough to improve the long-term representation of the Black community in the TV industry? The answer to that question was No … and so, the ambition of Black To Front was born. C4 needed to create a Cultural Intervention.

Desired outcome

C4 needed to create a Cultural Intervention What if people turned on...

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