C4 Exposes Online Hate With Ad Break Takeover

McCain, Nationwide Building Society and Maltesers have all been praised for their ad campaigns in recent years, which cast real people to reflect the diversity of modern society across race, gender, sexual orientation and ability.

And the proof is in the pudding, too - with Mars Chocolate reporting that Maltesers' 2016 campaign, which put disabled people front and centre, have proved to be the brand's most effective advertising over the last ten years.

Sadly, not everyone has embraced the more inclusive, forward-looking approach taken in the ads. "Gorilla", "Degenerate poofs", "Ew, she's disabled" are just a handful of the abusive comments the contributors have received on social media - comments that people would stop short of making face-to-face, but which proliferate behind the anonymity of screens.  

To take a stand against online abuse and bullying Channel 4 has teamed up with Nationwide Building Society, Maltesers and McCain to broadcast a primetime ad break takeover which takes a stand against online abuse and bullying. 

The three-and-a-half minute film features a selection of genuine cruel social media posts aimed at the real people cast in the brands’ ads in an effort to encourage viewers to consider the impact of divisive and hateful comments online. 

Developed in partnership between 4Sales’ creative arm PL4Y and The Outfit, who also produced the work, the campaign overlays the brands’ original adverts with examples of real online abuse the contributors received, amplified by visual effects, like mould, digital disruption and cracks in the screen replicating the emotional impact of the insults.

In the Nationwide ad - which features spoken word artist and poet, Stephen Morrison-Burke, who is black - taunts like 'Gorilla'; 'Every one of them snide poets needs kicking to death' and 'Can't believe nobody has killed that douche' appear, as mould slowly engulfs the screen. Meanwhile in the Maltesers ad, part of a campaign released during the 2016 Paralympics, actress and disability campaigner Samantha Renke is labelled a 'freak' and told 'Normal humans walk on two legs'. The final spot, McCain's We Are Family, focuses on a shot of two gay dads cuddling their baby overlaid with the words  'degenerate poofs' and 'child abuse'. 

The takeover will be broadcast during the first episode of the new series of Channel 4’s Gogglebox tonight [Friday 7th September 2018]. Viewers will be encouraged to question why online abuse is not taken as seriously as face-to-face hate before being pointed to an online support page and can continue the debate on social media using the hashtag #TogetherAgainstHate.

“As social media has grown in popularity, so too has the environment in which more and more people feel it is acceptable to make vile, threatening and abusive comments," says Matt Salmon, Channel 4 Head of Agency and Client Sales. “This unique brand collaboration highlights this important issue and demonstrates Channel 4’s commitment to championing diversity beyond our programmes whilst building on 4Sales’ industry leading reputation for delivering original and creative ad campaigns.”