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Channel 5 Set To Launch ‘At Home On 5’

New Brand Campaign Will Showcase the Extraordinary Stories of Home

Channel 5 today announced that it is launching a new brand campaign ‘At Home on 5’ ahead of its upcoming 21 anniversary on the 30 March. The campaign launches across a range of media including cinema, out-of-home, social media, press and digital platforms from Monday 26 March and marks the single biggest investment in marketing the brand since it was acquired by Viacom in September 2014.

The campaign, celebrating the feeling of home, was developed by Channel 5’s in-house team 5 Creative and brand agency bigsmall.works. It will be brought to life through a series of beautifully-shot cinematic films and idents where real people and well known faces from across the channel including Tony Robinson, Claudia-Liza Armah, Jane McDonald, Bettany Hughes and Ben Fogle celebrate ‘the magic of home’ and what home means to them.

As the campaign evokes the feelings of warmth and safety provided by home, Channel 5 has partnered with the UK national charity Crisis, whose mission is to end homelessness.  Crisis branding features prominently across the brand campaign both on and off air. As part of the partnership, confirmed for three years, Viacom has also committed to implementing annual volunteering days, working with Crisis, for all Channel 5 staff.

“Viewing habits are driven by reputation and recommendation and as viewers are time poor, we know that live TV is effective in helping them to unwind, connect and feel comforted. ’At Home on 5’ is a powerful and emotional campaign conceived with these need states in mind, encouraging audiences to reappraise the channel by surprising them with our content,” Chris Aylott, Senior Director, Marketing, Channel 5 commented. “With home being central to the campaign, working closely with Crisis will shine a light on the serious issue of homelessness in the UK.”

Crisis Chief Executive Jon Sparkes said: “We’re delighted to be partnering with Channel 5 over the next three years to raise awareness of the UK’s homelessness crisis and how to put an end to it. There are currently 160,000 homeless households across Great Britain. Homelessness has a devastating impact on people’s lives; the average age of death for a homeless person is just 47. No one should have to face this, especially when we know this crisis can be solved.  We look forward to working with Channel 5 to shed light on this urgent issue and show the country how homelessness can be ended once and for all.”

Over the last few years, Channel 5 has evolved its programming strategy, investing heavily in homegrown programming with over 60 new series launching in 2017. The channel has broadened out its schedule, diversified the content and changed the tone towards more heartwarming, life affirming programming.

Forthcoming programming includes a season on the issue of social housing, returning favourites including Rich House, Poor House, Blind Date and The Yorkshire Vet and brand new programming such as wildlife series Nocturnal Britain and impactful documentary Rivers of Blood: 50 Years On.

The campaign was driven by Aylott, and Creative Director, Joe Lee.  Tom McMillen is the agency producer; Ben Cleaver, Tom Evans, Olly Courtney and Ed Webster devised the campaign for bigsmall.works The films and idents have been directed by Tomas Leach and were produced by Moxie Pictures. PHD has managed all the media buying.

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