Superhumans Wanted was a brand new initiative from 4 Sales. It formed a part of Channel 4’s Diversity Charter, which committed to put diversity at the heart of everything we do, setting ourselves stretching targets on and off screen, so that our organisation truly reflects the diversity of Britain today.

The Superhumans Wanted competition offered a phenomenal £1 million airtime prize to the brand or agency which submitted the best campaign idea that prominently featured disability or disabled talent.


AMV BBDO pitched the winning campaign idea for their brand, Maltesers. The winning campaign launched within the 2016 Rio Paralympic Games Opening Ceremony and ran on air throughout September and October 2016.


Why did we do this?

When we began our countdown to the 2016 Paralympic Games in Rio on Channel 4, we announced that 2016 was our Year of Disability. As part of this we set ourselves more measurable goals to specifically grow and develop disabled industry talent and pledged to double the number of disabled people featured in 20 of our biggest programmes, as people, regardless of their disability, to build on our existing rich diverse programming such as The Last Leg and The Undateables.

But we believe it’s not just about our programming. We’re committed to driving diversity and disability throughout our entire output, including the important ad breaks, which is why we launched Superhumans Wanted. The initiative aimed to encourage UK advertisers to think differently about how they represent disability through our commercial airtime, which offers another key opportunity to improve on screen representation, challenge perceptions and make statements about disability.

Can you believe we're in a world where we have to offer you a million quid to get you to feature disability in
your advertising?

Well we are.