Channel 4 will be changing it’s on-screen logo tomorrow, the day of the Sochi Olympics opening ceremony, to a rainbow coloured ‘4’. It will also air a TV ad campaign called “Gay Mountain” on all of it’s channels.
Channel 4 is protesting Russia’s anti-gay laws on the day the Sochi Olympic games start, with a rebrand of it’s distinctive ‘4’ logo. For a day, the logo will appear with rainbow colours – the on-screen “what’s next” banner will also fit the colourful motif.
The broadcaster is also launching a 90-second TV ad called “Gay Mountain” that will air at 7pm tomorrow evening on Channel 4, E4, More4 and 4Seven during the climax of BBC2’s live coverage of the opening ceremony. The tongue-in-cheek video finishes with “good luck to everyone out in Sochi” and will be running 7 days.
Channel 4 chief marketing and communications officer, Dan Brooke. said, “This is a typically Channel 4 way of celebrating the start of the Winter Games and showing our support to all of the athletes out in Sochi, gay or straight.”
The broadcaster also intends to air a short interview with ex-England rugby player and gay rights advocate Ben Cohen, founder of the StandUp anti-bullying foundation, which will air on Friday night.
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