Channel 4 is aiming to raise awareness of dementia and Alzheimer’s Society by broadcasting England’s historic 4-2 World Cup final victory over West Germany at Wembley Stadium from July 1966, showing the match in full and in colour.
In partnership with SunLife, comedian David Baddiel introduces the broadcast, with Sir Geoff Hurst, England’s hat-trick hero on the day, reflecting on the match and remembering his teammates who developed dementia. Contributions also come from current and former England stars including men’s captain, Harry Kane.
The six-goal thriller, complete with extra time, a controversial goal, crowds on the pitch and Queen Elizabeth II presenting England captain Bobby Moore with the golden Jules Rimet trophy will broadcast in full colour, with on-screen calls-to-action at intervals to encourage viewers to donate to Alzheimer’s Society.
The partnership is delivered by Channel 4’s Partner Lab with Medialab, the lead media agency for both SunLife and Alzheimer’s Society. Medialab identified the opportunity as the ideal vehicle to unite the two brands, allowing SunLife to engage with the World Cup colourised special and raise awareness for Alzheimer’s Society’s mission. It will air on Channel 4 and Channel 4 Streaming on Saturday June 6.
Channel 4 head of advertiser strategy Sam Hicks said: “This football match was an iconic moment in British sporting history, and it is great to be able to relive this unmissable TV moment in colour, as well as drive meaningful change. We’re proud to be working with SunLife, Medialab and Alzheimer’s Society, to shine a spotlight on such an important cause.”
Medialab client managing director Charles Batchelor added: “If there’s one thing that brings the country together, it’s football. Bringing two of our longest-standing partners together to revive such a historic moment is a proud moment for us at Medialab. It’s been a significant effort to deliver this in a tight timeframe, and the result has been beyond our expectations and is truly a credit to the teams at SunLife, Alzheimer’s Society, Channel 4, and Whisper.”
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