Channel 4: advert-body-3 by 4Creative

Channel 4 has released a poster campaign in the Asian languages of Urdu and Mirpuri to promote the second series of its drama Ackley Bridge.

It’s the first time the broadcaster has created a national outdoor campaign featuring a language that isn’t English.

Two iterations of the posters feature the strapline ‘Divided We Stand’ translated into Urdu and Mirpuri – dialects that feature prominently in Ackley Bridge. Another is written in English.

The two-week campaign, which launched yesterday (21 May), will see each poster given equal amounts of exposure at urban out of home sites across the UK via a rotation system.

‘Divided We Stand’ was created by Channel 4’s in-house agency, 4 Creative.