Channel 4 Television was set up to take risks, give a platform to new talent and champion alternative voices. To prove it we employed 5 people with communication difficulties to introduce our biggest shows, in a series of idents.

To celebrate and reiterate that Channel 4 was set up to take risks, give a platform to new talent and champion alternative voices, we employed 5 people with communication difficulties to introduce our biggest shows, in a series of idents.

It had never been done before and the response was huge. The TV idents generated thousands of tweets as they went live. Disability organization ‘Scope’, The British Stammering Association and Stephen Fry all personally tweeted showing their support. Channel 4 achieved their primary goal of making disability more visible in the media and to hero the unconventional, alternative voice.