Channel 4 will be embracing the power of purple to mark International Day of Persons with Disabilities and our worldwide #PurpleLightUp movement on 3rd December.
The advert campaign to raise awareness of the #PurpleLightUp movement, celebrates the economic contributions made by disabled people.
Channel 4 will broadcast a range of special moments and initiatives to highlight #PurpleLightUp beginning with a unique film funded by eight major organisations which will be first broadcast after The Last Leg on 30th November.
PurpleSpace Founder and CEO Kate Nash OBE, said: “The time is now right for disabled employees to feel able to lead the march for cultural change. We are indebted to Channel 4 as they helped to show our own everyday experiences as well as what happens when we are supported to be our authentic selves at work.”
The film features employees from PurpleSpace members and #DisabilityConfident employers including BT, HSBC UK, Lloyds Banking Group, Lloyds of London and Nationwide Building Society alongside Reed Smith, Scope and Virgin Media.
The powerful two-minute film, devised by 4Sales’ creative arm PL4Y and produced by The Outfit, includes The Last Leg presenter Adam Hills. It features employees from eight brands detailing the typical concerns many disabled people have about how they are perceived in the workplace.
As well as promoting International Day of Persons with Disabilities, the film also encourages businesses to help disabled people find careers so they can thrive. And as a Disability Confident Leader, Channel 4 is keen to support businesses make the most of the talents disabled people can bring to the workplace.
Minister for Disabled People, Health and Work Sarah Newton said: “There are now around 3.5 million disabled people in employment in the UK, an increase of nearly 600,000 since 2013, but there is more to do to help unlock the talents of those facing barriers into work. International Day of Persons with Disabilities is about celebrating the progress made, including 10,000 businesses signing up to our Disability Confident scheme to support disabled people in their careers, and to encourage everyone to support #PurpleLightUp and be #IAmConfident."
Other Channel 4 moments to mark International Day of Persons with Disabilities and #PurpleLightUp include:
- the first ever live signing of Channel 4 News at 7pm on 3rd December
- #PurpleLightUp idents and special continuity announcements highlighting the day will air on Channel 4 throughout 3rd December
- Sunday Brunch will mark #PurpleLightUp by creating purple cocktails and purple pudding on 2nd December
- Channel 4’s London and Manchester offices will be lit up in purple
- Channel 4 staff will be encouraged to don something purple for the day.
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