Channel 4’s commercial arm has launched a competition to offer five B Corps firms in the UK free advertising airtime worth £120,000 each.

For the competition Channel 4 Sales has linked up with B Lab UK, the non-profit company behind the UK B Corp movement, which recognises firms’ sustainability and environmental work.

Called ‘Channel 4 proudly supports B Corp: using business as a force for good’, the competition aims to raise awareness of B Corp, which also encompasses high standards of transparency and accountability.

The competition also forms part of the channel’s commitment to the industry’s Ad Net Zero Action Plan, to use advertising to support positive consumer behaviour.

Channel 4 Sales head of sales nations and regions, and business development, Ewan Douglas, said the move is taking the channel’s environmental programming “a step further”.

“We’re delighted to partner with B Lab UK to make this possible. As the competition opens, we’d encourage all eligible businesses from across the UK’s nations and regions to apply,” he said.

“For brands looking to explore the initiative, there are a number of B Corp certified media agencies to collaborate with, which will be listed on the competition site.”

B Lab UK director of communications and marketing Ros Holley added: “This is an exciting opportunity to empower B Corps across the UK to reach new audiences, giving important visibility to a new generation of business with a belief in doing better for people & the planet.

“As one of the fastest-growing B Corp communities in the world, UK B Corps of all sectors and sizes are showing that businesses can be a force for good.

“We want to encourage viewers to seek them out. Channel 4's mission to champion unheard voices aligns perfectly with B Lab’s mission to create a more inclusive, equitable, and regenerative economy. We look forward to seeing the finished ads air later this year.”

Applications close on Friday 11 April.

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