E45 secures Channel 4's diversity accolade in advertising for the second consecutive year
Participants were tasked with highlighting an underrepresented segment of the LGBTQIA+ community in their campaigns for this year's award.
‘This Is Me. This Is My Space’ campaign. Source: E45
Skincare brand E45 has been honored with Channel 4's Diversity in Advertising award for the second year in a row. Their campaign, 'This Is Me. This Is My Space,' created by The&Partnership, aims to support the trans community by sharing empathetic and relatable stories.
As part of the award, E45 will receive £1m worth of commercial advertising airtime across Channel 4's platforms.
This year, the focus was on highlighting a misrepresented part of the LGBTQIA+ community. E45 decided to expand its 'This is ME45' brand platform to bring attention to the skin experiences of a group that is rarely featured in advertisements.
Sally Perry, the global skin health category director at E45 owner Karo Healthcare, expressed pride in presenting a unique portrayal of trans women as they navigate their journey towards feeling more comfortable in their own skin. This initiative sheds light on the challenges and joys they encounter along the way.
The competition has been running since 2016, aiming to promote advertising that reflects diverse communities. Previous themes have addressed ageism, authentic Black, Asian, and ethnic minority representation, as well as challenging sexist stereotypes.
Last year, E45 pledged to use the funds to create content that will help shift public perceptions positively towards LGBTQIA+ communities.
Channel 4 is set to release a new series of social-first programming next week, in addition to their TV and VOD content. 'In My Skin', created by 4Studio, Channel 4's social branded content division, showcases a diverse group of trans individuals sharing their stories of transitioning.
Verica Djurdjevic, Channel 4's chief revenue officer, believes that better representation leads to engaging storytelling for audiences and successful outcomes for partners.
Our latest initiative, the E45 campaign, is a significant move towards promoting genuine and positive representation. Today, on International Day Against Homophobia, Transphobia and Biphobia, we are proud to launch this powerful campaign. Throughout its development, we have sought input from trans and non-binary individuals from diverse backgrounds to ensure authenticity and inclusivity.
E45 has provided funding for research on the dermatological aspects of gender-affirming treatment to increase understanding among transgender, non-binary, and gender-diverse individuals as well as healthcare providers. The important findings from this research will be disseminated through printed materials available in healthcare settings and a dedicated section on the website.
Editor's P/S:
This article highlights the commendable efforts of E45 in promoting inclusivity and positive representation through their 'This Is Me. This Is My Space' campaign. The initiative serves as a beacon of support for the trans community, providing a platform for sharing relatable experiences and fostering understanding. E45's partnership with Channel 4 and the creation of 'In My Skin', a series showcasing the stories of trans individuals, further strengthens this commitment to visibility and representation.
Beyond its social impact, the campaign also emphasizes the importance of addressing the specific dermatological needs of the trans community. E45's funding of research in this area demonstrates their dedication to providing tailored healthcare solutions that support the well-being of individuals going through gender-affirming treatments. The dissemination of these findings through accessible channels ensures that healthcare providers and individuals alike have the knowledge and resources necessary for inclusive care.
