Channel 4 is ‘rebranding’ as Channel 4th in the final few days of the General Election campaign.
The playful reference to the July 4 voting date is part of a campaign to encourage people to vote.
Developed by Channel 4’s in-house award-winning creative agency, 4creative, the campaign sees the on-air channel graphic (also known as the bug), Channel 4 idents and continuity slides become 4th between July 1 and July 4. In addition, the iconic ‘Giant 4’ installation outside its London office forms part of a “vote on the 4th” message displayed on the building.
Nic Moran, head of Channel 4 Marketing, said: “At this crucial moment in time for the country, we’re proud of what our campaign represents. We want to remind people that the most powerful way to make a difference is also the easiest. The brand message is impactful in its simplicity, and speaks to Channel 4’s purpose and commitment to younger audiences – we hope this will strike a chord and get people to their local polling station. We’re excited to bring the 4th to our audience.”
The campaign, ‘be lazy, just vote’ aims to remind people that sometimes the most powerful form of enacting social change is the simplest. Out of home posters nationwide, with design inspired by polling station signs, poke fun at voter apathy and list the range of activities more difficult than voting, for example “the easiest way to put a cross in the box” in a nod to the UEFA Euro 2024. On-air continuity announcements will also include campaign references allied to a range of social and influencer activity.
