Channel 4 Sales has launched the eleventh edition of its annual Diversity in Advertising Awards, offering £1 million worth of advertising airtime to support work that champions more authentic representation in advertising.

This year’s iteration focuses on class, asking brands and agencies to challenge outdated stereotypes and better represent the lives, agency and influence of working-class people across the UK.

A 2024 YouGov survey found that 56 per cent of Brits consider themselves working class, while a 2025 report from the Social Mobility Commission similarly found that 53 per cent of the public identify as working class. Despite this, early findings from Channel 4’s upcoming seventh Mirror On The Industry audit reveals a stark contrast in representation in adverts, with only 11 per cent of characters identified as working class compared to 41 per cent as middle class.

Working-class people are also heavily depicted through the lens of their jobs, with characters more than three times as likely to be shown in a uniform (37 per cent) compared with the total sample (11 per cent).

The Diversity in Advertising Award encourages advertisers to create more accurately representative campaigns, with inclusive, stereotype-free thinking embedded within the creative process, reflecting the intersectional diversity of working-class communities.

Rak Patel, Chief Commercial Officer at Channel 4, commented: “Over the past decade, Channel 4’s Diversity in Advertising Award has helped drive meaningful change across the industry, while proving that inclusive advertising delivers results. This year, we’re challenging brands to rethink how working-class people are represented in advertising and bring forward fresh ideas that reflect one of the UK’s largest and most influential audiences.”

Amy Jenkins, Sales Leader at Channel 4, added: “More than half of people in the UK identify as working class, yet they remain significantly underrepresented in advertising. By entering this initiative, brands have an opportunity to reach an audience whose considerable spending power and influence is often overlooked, while creating work that resonates more strongly with modern Britain.”

The initiative also encourages the meaningful involvement of working-class creatives and consultants behind the scenes.

The winning brand will receive £1 million worth of Channel 4 advertising airtime across the broadcaster’s linear, streaming, and social platforms. An additional five shortlist entries will also be offered up to £250,000 of match funded commercial ad space.

The long-standing Diversity in Advertising Award sits at the heart of Channel 4 Sales’ Business for Good initiatives, demonstrating how advertising can drive both positive social impact and commercial success. Previous winners have included campaigns from Maltesers, Lloyds, Starbucks, Vanish, E45, Currys and Tesco.

Competition entries for 2026’s Diversity in Advertising Award must be submitted by October 1st.

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Categories: Press Releases

Tags: advertising, Channel 4