Channel 4 isn’t everyone’s cup of tea.

We exist to promote diversity and provoke debate.

From the broadcast of the first lesbian kiss, to one of the first black sitcoms, to our coverage of the Paralympics. Everyday, we give a voice to minority groups, challenge stereotypes and fight discrimination.

Simply put, if people aren’t complaining about us, we’re doing it wrong.

Our complaints prove everything we stand for.

Most companies try to hide their complaints. Especially when they’re homophobic, racist, sexist, classist, bigoted, blasphemous, vulgar, anti-disability or just plain out of order.

We decided to celebrate them by turning them into a complete branding system for the channel. We featured our complaints across a campaign of 37 branding films, idents and hyper-targeted trails that drove to our online-player. As well as running our complaints in out-of-home and across our social channels.

We enlisted our on-screen talent and celebrated our most shocking complaints.

We even changed our entire back-end system for receiving complaints and now share all our complaints with all staff every morning.

“VIRAL BRITISH TV AD 'COMPLAINTS WELCOME' CALLS OUT HURTFUL STEREOTYPES… THEY ARE NOT TRYING TO PLEASE VIEWERS WHO ARE WONT TO DISCRIMINATE... WITH MANY USERS THANKING THE NETWORK FOR CALLING OUT VIEWERS FOR THEIR HURTFUL COMPLAINTS.”

– Newsweek

“HITTING BACK AT HATE SPEECH”.

– Daily Mail (ironic!)

The launch film went viral and has (so far) been seen by over 37 million people – over 60% of the UK. And our hyper-targeted system of branding films delivered over 50 million impressions.

We saw dramatic increases to our brand metrics and 43% uplift to All4 programme views during campaign period.

Over 50% of viewers claimed to have a more positive opinion of C4 after seeing the new branding.