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Media Diversity & Inclusion Channel 4

Channel 4 subverts ‘floating down the Thames’ stunt with Shetland Pride barge


By John Glenday | Reporter

July 4, 2022 | 2 min read

Channel 4 has brought some color to the UK’s northernmost outpost by floating a pink-and-yellow barge off the coast of Lerwick to mark the first official Pride march to be held on the island.

Channel 4

The barge marked the first Pride celebration on the island

The geographical twist on the hoary old ‘float an object of promotion down the Thames’ maneuver – the last resort of PRs who can’t think of anything else to do – sees the broadcaster break with the London crowd in support of local LGBTQ+ communities.

Following in the Thames barge footsteps of PG Tips and eBay, Channel 4 has been burnishing its regional credentials as part of its #ProudAllOver campaign, demonstrating that life exists beyond a favored metropolitan few. Produced by 4Studio, it marks the 50th anniversary of the Pride movement.

‘Shetland – Everyone Remembers Their First Time’ will be communicated to mainland audiences via outdoor billboards and rural audiences via mobile ad vans.

In the process Channel 4 is putting Shetland on the map, sparing Visit Scotland from having to knit any more pony jumpers.

Media Diversity & Inclusion Channel 4

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