Channel 4 has rebranded as Channel 4th for the General Election campaign.

The 'Be Lazy, Just Vote' initiative urges people to vote by emphasizing the simplicity of the process.

The campaign includes on-air rebranding, outdoor installations, and humorous posters.

Krishnan Guru-Murthy and Emily Maitliss lead Channel 4's election coverage.

The goal is to engage younger audiences and boost voter turnout.

Channel 4 highlights that 74% of people live near a polling station, making voting accessible.

Despite a decline in trust in politics, Channel 4 aims to connect with a diverse audience and address relevant issues to make a difference in the election.