Channel 4 will broadcast the UK's first sign language TV ad as part of its coverage of the Rio Paralympics. The ad, which has been created as part of a diversity initiative by Mars, will promote Maltesers. “The calibre of competition entries demonstrated that the UK ad industry can be world-leading in improving representation of disability in advertising,” said Jonathan Allan, sales director at Channel 4. Mars won the broadcaster’s “Superhumans Wanted” competition, which awarded £1m of free TV ad space to the group offering the best campaign featuring disability. In an interview with BBC Radio 4’s It is one of three created by the company, all of which will be broadcast during the opening ceremony on Wednesday.
Channel 4 will broadcast the UK's first sign language TV ad as part of its coverage of the Rio Paralympics. The ad, which has been created as part of a diversity initiative by Mars, will promote Maltesers. Mars won the broadcaster’s “Superhumans Wanted” competition, which awarded £1m of free TV ad space to the group offering the best campaign featuring disability. In an interview with BBC Radio 4’s It is one of three created by the company, all of which will be broadcast during the opening ceremony on Wednesday.