The 21st of March 2016 was declared as the international day against racism. As a brand that has never been afraid of controversy, we decided to add some fuel to the conversationn.

So on that day, we removed the colour from our channel, turning it into a platform to talk about race and racism. #LETSTALKCOLOUR appeared on all content, all day, and a ticker tape was added to out broadcast to air our audience’s views in real time. For the 21st of March, all advertising was removed from the channel and replace with unique interviews of out audience letting them share their opinions and views and ways to unite. Unique idents were also created to fuel the conversation. With 21.8 million twitter impressions on the day, we got a nation talking about race and colour, discussing ways to make things better for all. And our global conversation continues.