Channel 4 have donated £1 million of airtime to help encourage agencies and brands to showcase disability in their campaigns ©Channel 4

Channel 4 have announced that Maltesers and AMV BBDO have won £1 million ($1.3 million/€1.2 million) of the broadcaster’s commercial airtime, staked as part of its Superhumans Wanted initiative to encourage brands and agencies to feature disability in their ad campaigns. 

The winning campaign, which stood out among almost 90 entries, will be revealed in an exclusive launch spot during the Opening Ceremony of the Paralympic Games in Rio de Janeiro on September 7. 

The campaign will then run across the network throughout the autumn on Channel 4, Britain's official Paralympic sports broadcaster after controversially being awarded the rights to London 2012 ahead of the BBC. 

“The massive response and quality of the entries surpassed all our expectations," Jonathan Allan, sales director at Channel 4, said.

"The bold ad idea from Maltesers and AMV BBDO saw the judges unanimously agree that this was the showpiece to not only make a statement to viewers, but to encourage the industry to approach TV ad campaigns differently to be inclusive of disability.

“Having seen some absolutely brilliant scripts as part of this competition, we would like to work with all the shortlisted brands who want to make their ads to help get as many of these rich ideas onto TV as possible to improve disability representation in commercial airtime.”

Launched as part of Channel 4’s Year of Disability, the Superhumans Wanted initiative for brands and media and creative agencies extends the broadcaster’s far-reaching commitments to improving diversity on-and-off-screen beyond just its editorial content and into Channel 4’s important commercial airtime.

Channel 4 have been widely praised for their coverage of Paralympic sport since showing London 2012 ©Channel 4
Channel 4 have been widely praised for their coverage of Paralympic sport since showing London 2012 ©Channel 4

“We want to change attitudes towards disabled people for good, and to do that we need everyone to get involved: Channel 4 should be commended for recognising the crucial role of the media in creating a more inclusive society," Minister for Disabled People Justin Tomlinson said.

"Congratulations to Maltesers and AMV BBDO on their winning campaign, I look forward to seeing it.”

Channel 4 announced in January that 2016 would be the broadcaster’s "Year of Disability" with major new commitments to boost on and off screen representation of disabled people. 

This will include doubling the number of disabled people appearing in 20 of Channel 4’s biggest shows – with disabled contributors contributing to hit programmes such as Gogglebox, The Island, Grand Designs, Hollyoaks and First Dates. 

A total of £300,000 ($396,000/€357,000) will be invested in new talent initiatives, with an off-screen commitment to progress the careers of 20 disabled people already working in the industry in Channel 4’s 20 biggest suppliers.