Channel 4 to air first Pride In London promos

Pride in London commercials to air on Channel 4.

“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.” – Iain Walters from Pride in London

Channel 4 will air Pride in London’s first ever television adverts which will mark 50 years since Parliament first voted to start legalising homosexuality. The four powerful 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 promos tell the stories of four characters each contemplating the loss of a relationship with a loved one which has come about because they wouldn’t accept them for who they are. A special 60” version of the four adverts tells the story of all four characters and a 90 second version will run across cinema during the campaign period.

The adverts have come about thanks to an exclusive partnership between Pride for London and Channel 4. The films will air on Channel 4 and More 4 from 24 June to 9 July in the run up to pride season which reaches its climax on 8 July with pride marches taking place across the UK. The films were created by advertising agency WRCS for Pride in London.

In addition to the Pride adverts, Channel 4’s iconic blocks will be reversioned into rainbow colours to reflect the LGBT+ flag. On 8th July, the day of the Pride in London parade, more than 50 special guests and supporters of LGBT+ community will take over all continuity announcements on all of the broadcaster’s channels, including Channel 4, All 4 and More 4. Guest continuity announcers include Ollie Locke, Stephen K Amos and Asifa Lahore.

“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.” – Channel 4 Sales Director Jonathan Allan