Cadbury, HSBC and RAF among six on £1m Channel 4 diversity prize shortlist

Channel 4 has revealed the six brand and agency partnerships that made the cut to compete for the £1m prize of free airtime on offer in its Diversity in Advertising Award.

Last year's winner: 'Get The Inside Out' for Lloyds Bank by Adam & Eve/DDB
Last year's winner: 'Get The Inside Out' for Lloyds Bank by Adam & Eve/DDB

This year’s award focuses on the portrayal of women in advertising, following the representation of disability in 2016 and of non-visible disability in 2017.

The shortlist, chosen from more than 50 entries, is:

  • Cadbury Milk Tray and Elvis Communications
  • eBay and 72andSunny Amsterdam
  • Flybe and McCann Bristol
  • HSBC and Grey London
  • Jaguar and Spark44
  • Royal Air Force and Engine

All those on the shortlist will be offered match-funded commercial airtime. The winner of the £1m award will be revealed on 28 September after the finalist present their campaign ideas to the judging panel at Channel 4’s Plannertarium event on 20 September.

Matt Salmon, the broadcaster’s head of agency and client sales and commercial marketing, said: "Diversity and inclusion is at the heart of everything we do at Channel 4 and 4Sales is determined to lead change within the advertising industry. We’ve been blown away by the quantity and quality of entries with some fantastic campaign ideas from a really eclectic range of brands."

In a further boost to those pushing for advertising to recognise minorities, Transport for London yesterday announced its own prize focusing on the diversity of women. The Women We See award contest offers a first prize of £500,000-worth of free space on digital screens and static bus shelter poster sites on the London transport network.