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Channel 4 Launches Ad Break Accessible To Hearing Impaired For Paralympics

Channel 4 "partnered with seven advertisers to launch an ad break that is fully accessible to deaf and hard of hearing viewers during its Paralympics coverage," according to Brittaney Kiefer of CAMPAIGN LIVE. The ad break "will air during an episode of Channel 4’s The Last Leg: Live from Rio on Friday at approximately 8:30pm, and will be signed by deaf artist and actor David Ellington." The participating brands "are Allianz Insurance, British Gas, Flash Cleaner, Maltesers, Nationwide, O2 and Samsung." Ellington "will give a choreographed performance along with each ad." This initiative "follows Channel 4’s Paralympics-themed break during the opening ceremony, which included ads from Sainsbury’s, Samsung and Nissan alongside the Maltesers spots." PL4Y, the creative strategy department of Channel 4’s commercial arm 4Sales, "developed the ad break." Creative strategist Charlotte Rowland and Michelle Pierre, campaign and projects manager at Channel 4, "led the project." They "worked with media agencies Carat (British Gas), Havas Media (Nationwide and O2), MediaCom (Allianz), Starcom (Flash Cleaner and Samsung) and Zenith (Maltesers)." Channel 4 "produced the ad break with the support of charities Action on Hearing Loss and the Royal Institute of Blind People" (CAMPAIGN LIVE, 9/15).

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