Channel 4 have partnered with disability awareness group PurpleSpace to mark International Day of Persons with Disabilities on Monday 3rd December.
The collaboration sees Channel 4 drench their familiar idents and continuity announcements in purple, whilst urging viewers to acknowledge the contributions made by disabled workers and employees.
As well carrying the charity's #PurpleLightUp hashtag, the broadcaster has also released a short film starring The Last Leg's Adam Hills and a cast of disabled employees from the likes of Virgin Media, Lloyds Bank, and Nationwide.
With its message that open-minded discussion enables us to realise the things we have in common with those who appear vastly different, the film aims to enlighten viewers as to the issues faced by disabled staff everyday.
The two-minute piece will follow Friday 30th November's edition of The Last Leg, which Channel 4 hope will inspire viewers to embrace all things purple in support. No prizes for guessing what the broadcaster's favourite Quality Street will be this Christmas, too.