Channel 4’s on-screen graphics, idents and continuity slides have changed as part of a campaign to encourage people to vote.
- Public broadcaster working with influencers get viewers voting
- Channel 4 preparing to offer its most comprehensive coverage of the Election Results
Channel 4 is launching a campaign to encourage people to vote in the General Election, rebranding as Channel 4th in reference to the 4th July polling date.
Developed by Channel 4’s in-house creative agency, 4creative, the campaign sees the on-air channel graphic (known as a ‘DOG’ or ‘bug’), Channel 4 idents and continuity slides become 4th between 1st-4th July. In addition, the iconic ‘Giant 4’ installation outside its London office forms part of a “vote on the 4th” message displayed on the building.
The campaign, ‘be lazy, just vote’ aims to remind people that sometimes the most powerful form of enacting social change is the simplest. On-air continuity announcements will also include campaign references allied to a range of social and influencer activity.
The campaign sets out to remind people that voting has never been easier, with 74% of people saying they live within ten minutes of their nearest polling station.
Channel 4 revamps Election Night coverage
Channel 4 is also using the occasion to promote its enhanced General Election results coverage, on air Thursday night. Channel 4 News lead presenter Krishnan Guru-Murthy and The News Agents’ Emily Maitlis will be joined by The Rest is Politics podcast hosts Alastair Campbell and Rory Stewart, breaking down the night’s results in front of a live studio audience. Mathematics professor Hannah Fry will present the results and crunch the data at the big screen, helping to make sense of the numbers and tell the story of the night.
Broadcasting live from 9:45pm Thursday through until Friday breakfast, the programme will be Channel 4’s most comprehensive coverage of General Election results. Historically, the broadcaster has opted to fill Election Night schedules with an entertainment-based alternative. Its 2019 Alternative Election coverage only attracted an average of 244,000 viewers.
Nic Moran, head of Channel 4 Marketing, said:
“At this crucial moment in time for the country, we’re proud of what our campaign represents. We want to remind people that the most powerful way to make a difference is also the easiest. The brand message is impactful in its simplicity, and speaks to Channel 4’s purpose and commitment to younger audiences – we hope this will strike a chord and get people to their local polling station. We’re excited to bring the 4th to our audience.”
By: Marc Thornham | Image: Channel 4