Channel 4: ‘Diversity sells and we’ve proved it’

Channel 4 claims Mars saw positive sales results after winning its Superhumans Wanted competition and producing three ads that championed diversity and disability.
The broadcaster launched the competition earlier this year, offering the winning brand £1m of commercial airtime throughout the Rio Paralympics. Every pitch had to prominently feature disabled talent and issues. Channel 4 expected between 20 and 30 applicants, but saw nearly 100 brands and agencies enter the competition.
Maltes