Channel 4 is set to broadcast adverts featuring the abusive tweets directed at the people who appear in them. The adverts, originally created by Nationwide, McCain and Maltesers, sparked a wave of online abuse targeting individuals because of their race, sexuality or disability.
The adverts will be shown during the commercial break for Gogglebox on Friday night, introduced as a 'thought provoking ad break' with a warning that the 'real comments' about 'real people' 'may shock you'. The initiative aims to highlight the issue of online abuse.
Actress Samantha Renke, who appeared in a Maltesers advert in her wheelchair, received comments including 'normal humans walk on two legs'. She said: 'I've never had people come up and say horrible things to my face, but the internet gives people anonymity. This Channel 4 initiative is sparking an important conversation.'
Lee Camozzi and Mat Samuels, parents who appeared in a McCain advert, said they were 'delighted' to appear but 'awful to receive such horrible comments'. They remain 'committed to highlighting the problem of online hate speech'.
Nationwide's Voices campaign, featuring poets and comedians, also faced abuse, with Duo Flo and Joan receiving death threats. Sara Bennison, Nationwide's Chief Marketing Officer, said: 'It's time that we stand up to hate.'
Channel 4 stated: 'If face-to-face abuse is not tolerated in our society is it right that it's tolerated online?' The broadcaster said it 'stands up for diversity and inclusion'.
