Channel 4 proudly supports B Corps: Business for people and planetCalling all B Corp certified businesses who are new to TV
For the second year running, Channel 4 and B Lab UK are partnering to bring B Corporations to TV. B Corporations or “B Corps”, are businesses verified as meeting standards for social and environmental performance, transparency, and accountability.
The initiative will bring five B Corp businesses to TV, granting them free advertising across Channel 4’s streaming platforms as well as featuring in a special ad break takeover during one of Channel 4’s popular primetime shows on linear TV.
Channel 4, alongside B Lab UK — the non-profit organisation behind the UK B Corp movement — are launching this initiative to leverage the power of advertising to actively support positive consumer behaviour change by encouraging viewers to adopt more sustainable practices and purchasing choices.
Who can enter?
- Must be a B Corp certified business in the UK under the registered company name.
- Your business must be up-to-date with your annual B Corp fees & invoices
- If you are a B Corp that is impacted by the ECGT Directive and want to apply for this competition, you are only eligible to do so IF you are on track to recertify on B Lab Standards V.2 by September 2026. See here for more information about the ECGT Directive
- Your business must have generated a minimum revenue turnover of £500,000 in its last financial year.
- Your business must not have invested in TV advertising in the last two years and never had an ad on TV* (i.e. this is the first time you’ve run a TV campaign).
- Proof of existence and provide a company number and VAT number
- You’re over 18 years of age
- Your product must be in the market for at least 6 months [from date of application]
- Must have a supply chain capable of managing the projected volume that TV can bring
- Must have professional indemnity insurance of at least £1m as well as public liability insurance of at least £10m
- Stage 2. As part of the selection process you must also provide a 6 – 8 frame storyboard or visual mock-up (See Seep example), a summary of the idea which includes rationale & demonstrates alignment with Channel 4 remit & B Corp values, and links to any existing creative assets on social media or corporate website. Please note: any winning creative storyboards will need to be Clearcast approved
*TV includes Channel 4, ITV & SKY, Amazon and Netflix
Entries open on Tuesday 3rd March and are open until 4pm on Thursday 9th April
What is the application process?
Key Dates
How will we review your application?
Your application will be assessed by the organisers using a structured scoring process based on specific criteria for each question. Please ensure you have carefully considered the points below before submitting your creative work and completing the application questions.
Written Application
Your written application must clearly demonstrate why your application should be selected. It should provide well-structured, evidence-based responses that clearly address each question. Applications will be assessed on the quality and relevance of the evidence provided, the strength and clarity of your descriptions, and your demonstrated understanding of potential risks. You must also clearly define expectations and present innovative, well-considered strategies that show thoughtful planning and insight.
Creative Guidance
When developing your creative submission, please keep the following considerations in mind:
1. Clarity - Ensure your creative is immediately understandable and reinforces branding throughout.
- Lead with your product/service — make it unmistakable from the first frame.
- Show your brand name/logo early, clearly and repeatedly (beginning, middle, end).
- Reinforce memory through repetition — names, logos and product cues should appear more than once.
- State the product benefit clearly: What does this do for the viewer? Why should they care?
2. Representation - Design your creative to be accessible and inclusive by default, and understand the business upside.
- Build in accessibility features (clear VO, strong visuals, captions, audio description).
- Inclusive ads reach the 18m+ people in the UK with hearing or sight loss, increasing addressable audience.
- Use casting, narrative and visual choices that reflect the diversity of modern Britain
- Audiences notice and value representation. Authentic inclusion strengthens brand affinity and improves effectiveness.
3. Sustainability and Authenticity
- Minimise environmental impact in production; be ready to evidence sustainable decisions on‑ and off‑screen.
- Show how being a B Corp truly shows up in your business—and reflect that meaningfully in the creative idea.
4. B Corp Integrity
- Use the B Corp logo correctly and communicate your genuine business impact as a certified B Corp.
Check out the winners from 2025 here.
Best of luck!