Black in Business
Channel 4 and Lloyds Bank launch, Black in Business, offering more than half a million pounds of free advertising to Black entrepreneurs.
Channel 4 have continually been at the forefront of supporting creativity. From their mentoring schemes, paid training and placements for school leavers within their creative teams, to continuing their commitment to inclusivity and diversity with their 2022 Commissioning Diversity Team.
This team, lead by Naomi Sesay, have brought in real change within the media industry, with initiatives such as reports into Diversity, Equity & Inclusion in post-production, their Disability Code of Portrayal and Black to Front, where Channel 4 became the first broadcaster to ring-fence commissioning spend for ethnically diverse-led indies.
This latest initiative sees Channel 4 and Lloyds Bank team up to offer more than half a million pounds of free advertising to Black entrepreneurs. The program aims to provide assistance to small businesses that are new to TV advertising. This follows a recent study conducted by 4Sales, the commercial division of Channel 4, which unveiled that Black entrepreneurs encounter greater challenges in establishing and operating their businesses compared to their white peers.
Channel 4's Client Strategy & Communications Partner Clare Peters said:
“Our ‘Black in Business’ ambition is not only to support Black owned businesses but also to level the playing field when it comes to economic inclusion and highlight the contribution these businesses can make towards the wider UK economy, so we’re really excited to see where the initiative takes us.”
In addition to receiving £100,000 worth of airtime, each of the five business owners will also have a creative bespoke TV advert made for them and six months of tailored marketing and business support from Channel 4, Lloyds Bank and social enterprise, DOES.
Applications for Black in Business opened on Friday 26 May and closes on Monday 26 June 2023.
For more information and to apply visit channel4.com/blackinbusiness.
