Black to Front

At Direct Line Group we have a culture of openness and inclusivity, which is why we are proud to be involved in Channel 4’s Black to Front campaign. Black to Front aims to transform black representation in front of and behind the camera, dedicating a day to showing new and familiar content fronted entirely by Black talent, featuring Black contributors and produced by Black talent off-screen.

As part of the Black to Front campaign, Channel 4 aired a special ad featuring some wonderful Black employees sharing what brings them joy, including our own colleague Tola, who works in Counter Fraud. Explaining why he took part in the Black to Front ad, and his experience during the filming process Tola said:

“I wanted to really challenge myself. I am quite a reserved person and I thought this could be a great opportunity to take myself out of my comfort zone.

Shooting on the day was great and initially I was nervous, but everyone was really nice and made me feel so comfortable. I definitely felt like a star for the day and getting to shoot with Kelechi Okafor was great.

Being picked to feature in the ad was a nice surprise and something I wasn’t expecting at all. I am very proud of getting to represent DLG and more importantly myself. This opportunity has really given me motivation to keep challenging myself, pushing myself forward and step out of my comfort zone.

I think Channel 4’s Black to Front campaign is incredible and will pave the way for other channels to show more diverse TV shows in the future.”


Mark Evans, Managing Director of Marketing & Digital and the ExCo sponsor for DLG’s BAME staff network said:


“Here at DLG we always want to celebrate the uniqueness of our people and build a culture that respects and values difference, so when we heard about Channel 4's 'Black to Front' takeover we jumped at the chance to be involved. Having the chance to spotlight the voice of one of our Black colleagues in a national TV ad is a wonderful way to support all the work our BAME DNA strand has put in to elevate, educate and empower our people and organisation.”

Watch the full Black to Front ad below: