Channel 4 promotes website for media career advice

by Jeremy Lee,, Campaign 11-Apr-03, 11:00

LONDON - Channel 4's in-house advertising division, 4Creative, has produced a series of promotional ads designed to drive viewers to its online site Ideasfactory, which advises people on how to break into the creative industry.

The promotions, which will air in promotional airtime from April 19, target 16- to 24-year-olds. The promo follows the experience of a teenager stuck in a "McJob" with unfulfilled creative ambitions.

It shows the benefits that can be derived from using the Ideasfactory website for people wanting to get into the advertising, TV production and journalism arena. The campaign will run for an initial two-week period on Channel 4.

The spot was directed and art directed by Seonaid McKay and written by Matthew De Abaitua at 4Creative.

4Creative's production manager Debbie Impett said: "Ideasfactory is a great idea and really gives people realistic tools to try to get a foot in the door in the creative industries. Channel 4 is a leading investor in creative business growth and given the nature of our business, this was a natural but important brief for 4Creative."

Ideasfactory launched earlier this year and is one of Channel 4's biggest investments in an online initiative. It was the brainchild of Heather Rabbatts, the managing director of 4Learning and a former chief executive of Lambeth Council.

The website provides articles, games, workshops and master classes in order to help people get into the £114bn creative industry. According to Channel 4 research, more than 60% of graduates and young people want to work in the creative industry.

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