Channel 4 is revealing the shocking online abuse directed at people in ads. It’s in a disturbingly eye-opening break airing on Friday night.
The ad break, running during popular show “Gogglebox,” features three recent ads by Maltesers, McCain and Nationwide. They show genuine abusive comments that the ads received, appearing on-screen.
The Maltesers ad, for example, features a disabled actor. We see the cruel comments she received, while a black poet in the Nationwide ad gets racist abuse.The McCain ad shows homophobic comments directed at its portrayal of a same sex couple with a child.
“As a big advertiser and popular family brand that regularly features in people’s mealtimes, we have a role to play in shining a spotlight on this issue and generating conversation in order to drive positive change” – McCain’s UK marketing director Mark Hodge #togetheragainsthate pic.twitter.com/E2hHmb44Pw
— Marketing Week (@MarketingWeekEd) September 7, 2018
The ad break also reveals statistics about online bullying.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 for more information. They will also be able to continue the debate on social media using the hashtag #TogetherAgainstHate social media
The ad break was brokered by 4Sales, Wavemaker, Zenith & Mediacom and PHD. The idea was developed in partnership between 4Sales’ creative arm PL4Y and The Outfit, who also produced the work. Wavemaker will also be running a social campaign on the night with influencers talking about their personal experiences.
The World of Marketing Has Changed. Has the CMO? | Quadient https://t.co/mGRy3vzHRK pic.twitter.com/zprxpki8Z1
— Will Corry (@slievemore) August 11, 2018