Voltarol has announced the launch of its new campaign ‘More than Movement’ to promote the brand in partnership with Channel 4 and GAY TIMES.
Brokered by Publicis Media’s platformGSK and Publicis Media Content, the partnership will feature a bespoke film, commissioned by Channel 4 and produced by GAY TIMES.
Tag Warner, CEO, GAY TIMES:
“Three years into our partnership – Voltarol’s long-term approach to LGBTQ+ demonstrates their commitment and understanding to surfacing positive themes in LGBTQ+ Sport to the mainstream. Their ongoing support of Pride Sports leaves a lasting legacy beyond the documentary itself – which serves as brilliant inspiration to brands wanting to make a real difference in LGBTQ+.”
Voltarol and Publicis Media are now in the third year of their partnership with GAY TIMES. The addition of Channel 4 signals a continued determination to increase the positive diversity and representation of the LGBTQ+ community, and other diverse audiences, in their advertising.
The full-length film is available on YouTube here, with a 30 second variation due to run on air for eight weeks across Channel 4 and its video on demand service, All 4, with clips also being promoted via GAY TIMES’ and Channel 4’s digital and social channels; Facebook and Instagram.
The film celebrates the story of Oriance Lungu, a queer British/Zambian boxer from East London, who holds the current National Champion title and is on her way to being a professional in the sport. Her story celebrates connection, community and confidence, as well as highlights the ongoing need for support of LGBTQ+ spaces in sport, given that women could only box professionally ten years ago.
We also hear from Jill LeFlour, a passionate trans boxer who attends an LGBTQ+ community session at Rathbone Boxing Club in London, a gym that they knew would accept them, where they feel comfortable to train and be themselves. However, Rathbone’s LGBTQ+ community sessions have come to an end due to lack of funding which showcases the importance of funding for inclusive spaces even more.
This year’s partnership with Voltarol saw a £10,000 donation go to Pride Sports to support their work in Birmingham around Pride House. In particular, it will go towards funding a Sporting Pride Conference, which will deliver a day of workshops, funding clinics and networking sessions for LGBTQ+ sports groups and networks. It will also allow Pride Sports to run some LGBTQ+ boxing taster sessions throughout the summer with the aim of establishing a local boxing club in Birmingham.
Laura Marks, Digital Commissioning Editor at Channel 4:
“We are delighted to bring this partnership to life with brilliant original editorial. We pride ourselves at Channel 4 in telling untold and inspiring stories, and this film does exactly that.”
