A group of marketing professionals on the stage at Cannes Lions, accepting a Grands Prix award for the Channel 4 campaign 'Considering What?'

Inclusive Marketing News #42: Channel 4 Wins Grand Prix at Cannes for Paralympics Ad

A picture of Carmen, a white blonde woman smiling at the camera.

Carmen de Castro Marketing Manager

June 30, 2025

Welcome back to our weekly recap of marketing news, including exciting social media updates, important disability and inclusion related news, and our favourite marketing campaigns.

In this week’s inclusive marketing news round up, we talk about Channel 4’s win at Cannes for their Paralympic ad (you can check out the case study on our website), some stats showing the increase in influencer marketing spend, and we’re celebrating Disability Pride Month! (are you? 👀).

If you want to be like some of these brands, and be known for your amazing inclusive work, or you want to start your inclusion journey, contact us today. You can also subscribe to our LinkedIn newsletter to be up-to-date with the latest news.

ICYMI: Disability Pride Month is Here – What can your brand do about it?

The Disability Pride flag is formed by a pale black/grey background and some diagonal stripes in the middle in red, yellow, white, blue and green.

June is Pride Month, but not a lot of people know that July is Disability Pride Month, a really important time for the Disabled community. And this can be the perfect opportunity for brands to start engaging with the largest minority in the world!

Check out our article to learn more, or contact us today to see how we can help your company during this month (and beyond!).

Meta Advises to Include Links in Comments

Across Meta platforms, you might have been adding links to posts taking your audience to relevant pages for your brand, but that is starting to change. Meta is now recommending users to start using the first comment of the post to add any URLs, and instead, add an image to the posts, as this seems to perform a lot better (but remember to also add alt text to those images 😉).

Channel 4 Wins Lions Grand Prix for Paralympics Ad

You might have seen us talk about this over the last week, but we are VERY excited about this. The Festival of Creativity saw C4 win one of the biggest awards of the event for their ‘Considering What?’ ad for Paris Paralympics 2024. The campaign was created by 4creative, Biscuit Filmworks, Revolver and Purple Goat (!!). Want to explore other impactful Paralympic adverts?

Check out the Best Olympic and Paralympic Adverts for Paris 2024.

YouTube Creates Educational Programme for Creators

YouTube creators focusing on educational content are about to get a boost in revenue with the latest programme on the app. If content is used by YT’s educational partners, whether that is schools or teachers, the ‘Player for Education‘ initiative will pay those creators even when the video doesn’t include any ads. This could be an exciting avenue for more educational content to grow on the platform.

Brands Are Spending More on Influencer Marketing

Graph showing how influencer marketing spend has increased each year. In 2024, it was $24 billion US and is predicted to be $32.55 billion US in 2025. — *Credits: Christopher Ross, Statista*

Influencer marketing is our bread and butter at Purple Goat, so we’ve been talking about the power of working with creators for a long time, and now more and more big brands are joining in. These shifts show the value of influencers, and how they are a brand’s best bet for reaching their digital native consumers. But did you know that inclusive influencer marketing can be even more powerful? 🤭

Trend Spotlight: Fridge Open

@marymccarths
Saturday long run DONE 💛🫡👋🏼 this Strava trend is so fun :)) #runningstravatrend #runners #couple #couplegoals #fyp
♬ original sound – aeholland – aeholland

Even though this trend has been mainly used by fitness enthusiasts to show off their Strava stats after a run, it doesn’t mean that you cannot use it to celebrate any big wins in your industry!

Campaign Spotlight: FemFresh x Thursday

A young, heterosexual couple lie on a blanket in a grassy area in the evening. Text over the top reads: "Refreshingly Honest," with an accompanying hashtag of the same name. At the bottom are the logos of Thursday and FemFresh, the two companies involved in this collaboration. — *Credits: Femfresh/Thursday*

We are loving this ‘Refreshingly Honest‘ campaign that is challenging the stigmas around women’s intimate health! The team at Wavemaker UK found out that 46% of UK women can’t correctly name parts of their anatomy, so in collaboration with TheySay and the teams at FemFresh and Thursday, they created this exciting campaign to share women’s experiences in a lighthearted way, getting rid of misconceptions and stigmas 🙌

Make sure to come back to check our weekly news recap with the latest inclusive updates in the marketing and social media worlds, with a touch of inclusion That’s all for this week, but don’t forget to follow us on LinkedIn, Instagram and TikTok for more news and exciting content.

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