Channel 4 has rebranded as Channel 4th ahead of this week’s general election, urging the public to ‘be lazy, just vote’, by reminding them that the easiest way to enact change is via the ballot box.
Developed by the broadcaster’s in-house agency 4creative, the campaign will see Channel 4’s on-air channel graphic, idents and continuity slides all rebranded as ‘4th’ from 1 – 4 July.
The campaign is also being supported by an installation outside the channel’s London office, transforming its iconic giant 4 into a ‘4th’ as part of a ‘vote on the 4th’ message.
The key creative will be further amplified by out-of-home posters inspired by polling station signs poking fun at voter apathy, listing a range of activities more difficult than voting. One design even includes a surreptitious Euro 2024 reference with the text: ‘The easiest way to put a cross in the box’.
“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,” Channel 4 head of marketing, Nic Moran said.
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“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.”
Backed by social and influencer activity, the campaign ultimately looks to remind people that voting has never been easier, with 74% saying that they live within ten minutes of their nearest polling station.
On the night, Channel 4’s election coverage will be led by Krishnan Guru-Murthy and The News Agents’ Emily Maitliss, joined by The Rest is Politics podcast hosts Alastair Campbell and Rory Stewart.
4creative deputy executive creative director, Chris Wood added: “We all want to do the right thing but often we just don’t get round to it. With a polling station closer than your local pub and casting your vote definitely requiring less work than scrubbing out a Marmite jar, we thought a friendly nudge to encourage people to put a cross in a box felt very Channel 4.”
“Then when the election was announced for the 4th of the month it was bit of a gift, it meant we could do the save the date reminder in the most low effort kind of way (always my preferred approach).”
