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Channel 4 rebrand encourages people to ‘be lazy’ and vote

Channel 4 rebrand encourages people to ‘be lazy’ and vote
Guru-Murthy with the rebranded installation at Channel 4's London office

Channel 4 has launched a nationwide campaign rebranding as Channel 4th to encourage people to vote in the general election this week.

Meanwhile, Channel 4 has confirmed to The Media Leader that it will not be running any ads during its coverage on election night. A spokesperson said: “Providing ad-free coverage means our viewers won’t miss a thing — be that during key counts, declarations or announcements.”

As part of the campaign, “Be Lazy, Just Vote”, Channel 4 changed the installation outside its Horseferry Road London headquarters, as well as its on-air channel graphics, idents and continuity slides, to encourage viewers to head to the polls on 4 July.

OOH posters use humour as a “friendly nudge” to highlight things that are arguably more difficult than going to a polling station, such as finding friends at a festival, alongside social media and influencer activity.

Channel 4th general election campaign. Resized

Easy way to make a difference

Through these activations, Channel 4 aims to remind people that voting has “never been easier”, with 74% of the UK population living within 10 minutes of their nearest polling station.

The campaign was developed by Channel 4’s in-house agency, 4Creative.

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.”

Channel 4’s election line-up includes lead presenter Krishnan Guru-Murthy, as well as podcast hosts Emily Maitlis from The News Agents and Alastair Campbell and Rory Stewart from The Rest is Politics.

There has been a raft of activity from media owners and the industry at large in the lead-up to 4 July. Bauer Media’s first news-based podcast, The Turnout, also aims to get young people to the ballot box. Meanwhile, the Advertising Association and Media Smart turned around a campaign in just eight days to inform the public about election ads soon after prime minister Rishi Sunak announced the voting date.

Nigel, Retired, None, on 03 Jul 2024
“Glad it is not only me. Hopefully, it's not an expensive branding campaign because it implies Be Lazy -Don't Bother to Vote! Not really the message required.”
Phil, Retired , Na, on 01 Jul 2024
“Personally I think you've failed miserably. To us it says "be lazy" hence CBA!”
Derek Riley, Retired, None, on 01 Jul 2024
“I really don’t understand this. “Be lazy, don’t vote”. Sure it should be “DON’T be lazy - get out there and use your vote”. Total nonsense”
Michael, Unemployed , None, on 01 Jul 2024
“I don't get the be lazy, just vote campaign. Are you saying it's lazy to vote, because that's what it saying to me.”

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