iCrossing Measures Social Impact of Channel 4's Disarming Britain Season

Client: Channel 4
Campaign: Street Crime Season
Services: Social Media, Measuring Engagement
Territory: UK

Channel 4’s recent Disarming Britain season was a groundbreaking approach to programming, taking an unflinching look at the increasing use of violence and weapons by young people on our nation’s streets. The season featured a number of TV programmes and special online features dealing with the issue of gun and knife crime in the UK, to help raise public awareness.

OVERVIEW

iCrossing, a global digital marketing company, was commissioned to measure audience engagement levels to discover whether the multi-platform programme content had a meaningful impact on viewers. The iCrossing study followed on from its recently successful Measuring Engagement project for Channel 4 Education, around the online game Bow Street Runner.

The Disarming Britain season was a major undertaking for Channel 4 and the iCrossing project was a radical approach to measuring the value of a multi-platform season of programming content. Channel 4 was keen to evaluate the impact of the season as its level of success could have major implications for planning and programme making, particularly in the areas of news and current affairs.

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+44 (0)1273 827 700
resultsREMOVE@icrossing.coME.uk