AN AGING STEREOTYPE: CHANNEL 4 LAUNCH NEW ANTI-AGISM ADVERTISING AWARD
Channel 4 have launched a new initiative which aims to address ageism and remove “inauthentic” or “clichéd” portrayals of people across different age groups. Research commissioned by Channel 4 has found that broadcast adverts are primarily focused on younger characters. Older people often left out of the picture, with just 29% of ads featuring characters over the age of 50 and only 12% of them in lead roles. As part of its Diversity in Advertising Award, the broadcaster is calling for brands to stamp out inaccurate and stereotypical depictions and modernise their representation of all age groups. The winning brand will receive £1m worth of advertising airtime and a £100,000 bespoke social media campaign created by the broadcaster’s award-winning in-house digital content team 4Studio. Learn more here.