Channel 4 has become the exclusive broadcast partner to air Pride in London’s first ever television adverts which will mark 50 years since Parliament first voted to start legalising homosexuality.
The four films will be shown during a special season of programmes on Channel 4 which marks the anniversary of the the Sexual Offences Act 1967 – the first piece of legislation which partially decriminalised homosexuality.
The 30-second spots follow the stories of four characters who have each lost a relationship with a loved one due to not accepting their sexuality. The four narratives have also been combined in a 60-second and 90-second spot, the latter of which will run across cinemas during the campaign period.
The films, created by advertising agency WCRS, will air on Channel 4 and More 4 from 24 June to 9 July in the run up to the pride marches which will take place across the UK on 8 July.
As part of the partnership, Channel 4’s 'falling blocks' will be reversioned into rainbow colours to reflect the LGBT+ flag.
What's more, on the day of the pride marches more than 50 special guests and supporters of LGBT+ community including Ollie Locke, Stephen K Amos and Asifa Lahore will take over all continuity announcements on the broadcaster’s channels, including Channel 4, All 4 and More 4.
Brands including Amazon Music and PlayStation have sponsored the Pride in London event to show their support for the LGBT+ community, with Amazon staff promising to march in the event as a sign of solidarity.
Iain Walters from Pride in London said: “Partnering with Channel 4 for this LGBT+ season is an incredible opportunity to showcase the diversity of our community. We have come a long way in 50 years, yet we face daily reminders that the global battle for true equality is far from over, and rights hard won can be threatened, attacked and taken away. Standing together with Channel 4, we will send a powerful and positive symbol of acceptance, support and friendship.
“These films are a perfect fit to go out on Channel 4, a broadcaster with a long heritage of promoting diversity and championing voices that all too often don’t get the platforms they need and deserve.”
Jonathan Allan, sales director at Channel 4, added: “Diversity is at the heart of everything we do at Channel 4 so we’re delighted to host these powerful films which deliver such an important and moving message during this special season of content.”