BBC Northern Ireland is broadcasting a community-based five-hour event called Making a Difference, to highlight the positive aspects of the caring culture in the province.
The identity for the theme was created by County Down advertising and marketing group Ardmore for the BBC. The group won the job in a four-way unpaid creative pitch.
Ardmore created the character MAD Mike based on a microphone design. Mike is intended to be charismatic, glitzy and chatty and will appear on BBC stationery, vehicle liveries and display material.
Ardmore has also animated Mike as the programme’s host. Ardmore provided the original artwork for the on-screen identity and the BBC animated Mike in-house.
Making a Difference goes out on 13 February.