Channel 4 Sales comp spotlights sustainable businesses
March 3, 2025
Channel 4’s commercial arm, Channel 4 Sales, has launched an competition for Certified B Corporations (‘B Corps’) in the UK, giving them the chance to win free advertising airtime as part of its commitment to sustainability.
Channel 4 Sales has partnered with B Lab UK, the non-profit company behind the UK B Corp movement, to host the competition, which will see five businesses able to win airtime worth £120,000 each.
The competition will see Channel 4 support B Corp and use advertising to showcase business as a force for good. Called Channel 4 proudly supports B Corp: using business as a force for good, the competition will raise awareness and challenge misconceptions of what it means to be a B Corp, which encompasses high standards of social and environmental performance, transparency, and accountability.
B Corps that successfully meet the criteria laid out by Channel 4 and B Lab UK can win commercial airtime on Channel 4 as part of its advertising showcase, aligning with the broadcaster’s remit to champion unheard voices, innovate and take risks, inspire change, and stand up for diversity.
Channel 4’s live channel alone reaches 31.9 million adults a month, giving businesses who have not invested in TV advertising before the opportunity to reach new audiences. The initiative corresponds to Action 5 of the Ad Net Zero Action Plan, looking to leverage the power of advertising to actively support positive consumer behaviour change.
Ewan Douglas, Head of Sales Nations & Regions & Business Development, at Channel 4 Sales, commented: “Channel 4 is renowned for addressing climate and sustainability issues in its programming to drive national conversations and inspire change. We want to take that a step further by turning our attention to the impact of adverts and rewarding those who are committing to sustainable practices. We’re delighted to partner with B Lab UK to make this possible. As the competition opens, we’d encourage all eligible businesses from across the UK’s nations and regions to apply. For brands looking to explore the initiative, there are a number of B Corp certified media agencies to collaborate with, which will be listed on the competition site.”
Ros Holley, Director of Communications & Marketing, at B Lab UK, added: “This is an exciting opportunity to empower B Corps across the UK to reach new audiences, giving important visibility to a new generation of business with a belief in doing better for people & the planet. As one of the fastest-growing B Corp communities in the world, UK B Corps of all sectors and sizes are showing that businesses can be a force for good. We want to encourage viewers to seek them out. Channel 4’s mission to champion unheard voices aligns perfectly with B Lab’s mission to create a more inclusive, equitable, and regenerative economy. We look forward to seeing the finished ads air later this year.”
Applications for the competition are open now.
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