Channel 4 has launched a cheeky public apology – and it’s not backing down on diversity, equity and inclusion (DEI).
In a statement released, the broadcaster admitted that DEI might have gone “far, far too far” in some eyes – but made it clear it won’t be turning back.
Instead, Channel 4 is doubling down on what it calls being Altogether Different.
The campaign, fronted by newsreader Phil Gayle and a range of familiar faces, is led by its in-house agency 4creative and commissioned by Chief Marketing Officer Katie Jackson.
Katie summed it up: “This is your PSA that Channel 4 is doing what it’s always done. We’re not perfect, but we are Altogether Different.”
The message comes amid growing global pushback against DEI policies – but Channel 4’s response is firm and unapologetic.
Executive Creative Director David Wigglesworth added: “If you think we’ve gone too far – buckle up.”
With slick promos, recognisable talent and a clear message, Channel 4 is leaning into controversy rather than avoiding it.
