With the U.K. gearing up to celebrate the 100th anniversary of votes for women, Channel 4 is marking the centenary by having three 100-year-old women as continuity announcers.
The selected 100 year olds--Millie, Beattie and Margaret-- will be introducing all its shows over the next week. All three were all born in 1918, the year when the Representation of the People Act gave some women aged over 30 and men older than 21 the right to vote.
As well as providing the links to programmes throughout the week, the women will share their experiences of growing up as a woman over the past 100 years. Extended versions of their interviews will go out across Channel 4's social media platforms flagged by the hashtag #Vote100.
In addition, an empowering film, specially created to mark the anniversary by Channel 4's in-house agency 4Creative, will play out across Channel 4's channels. The film, 100 Years and Counting, celebrates the progress women have made over the past century. The voiceover lists things women couldn't do 100 years ago due to law or social attitudes: from voting to driving to wearing a miniskirt, juxtaposed with visuals show women now doing those things.
Channel 4 has previous highlighted different issues with its continuity announcers -- including announcers with disabilites such as stammering or Tourette's, It also used Lego Batman to announce peak-time shows in a tie-up with the Warner Bros. movie last year.