By:Brittaney Kiefer

Channel 4 will give its next Diversity in Advertising Award to a creative idea that challenges the portrayal of women in media.

The annual award offers £1m worth of commercial airtime to the best campaign idea from brands and agencies focused on diversity. Each year the broadcaster’s brief has explored a different theme aimed at improving diversity in advertising.

Starting in 2016, the same year as the Rio Paralympics, the first winner was Mars brand Maltesers and Abbott Mead Vickers BBDO, which created ads depicting people with disabilities in everyday, humorous situations.

Most recently, Lloyds Bank and Adam & Eve/DDB won the award for a campaign about non-visible disability. The bank’s spots tackled mental health stigma.

Channel 4’s new brief comes in the wake of the #MeToo movement, debates about the gender pay gap, and 100 years since women won the right to vote in the UK. The broadcaster has tasked creatives with developing campaigns that will challenge stereotypes, objectification and sexualisation of women.

Read full article here on Campaign.

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