To mark 100 years since women got to vote in the United Kingdom, Channel 4 asked three 100-year-old women to introduce programs and explain what has changed in their lifetimes as part of a campaign with in-house agency 4Creative.
Millie, Beattie and Margaret all were born in 1918, the year the Representation of the People Act gave some women over 30 and men older than 21 the right to vote.
From the comfort of an armchair, they share their experiences of what it’s been like growing up as women over the past 100 years, before introducing a Channel 4 upcoming show. Channel 4 also posted extended versions of their interviews across its social media platforms under the hashtag #Vote100.
4Creative also developed the spot 100 Years and Counting, which celebrates women’s progress over the past century. A voiceover lists the many things females couldn’t do 100 years ago—from voting, to driving, to wearing a miniskirt, traveling to space and twerking—juxtaposed by footage of women today doing all of those things.
The video ends with a call to action for more progress to be made, saying “a lot’s changed since women got the vote … but we’re not there yet.”
Head of marketing: James Walker
Group marketing manager: Grace Ayres
Marketing executive: Maya Padhya
Executive creative director: Alice Tonge
Creative director: Eoin McLaughlin
Creative team: Francesca Van Haverbeke, Anne-Grit Maier
Business director: Jane English
Senior producer: Fiona Wright
Director / creative (‘100 years and counting’): Alex Boutell
Editor: Nick Allix, The Playroom
Director and editor (continuity films): Barry Dyer
Director of photography: Annette Remler
Art director: Simon Davis
Online: Dean Wyles, Envy
Audio: Rich Martin, Envy
Grade: Danny Wood, Envy
READ MORE: Campaign