Well, sort of.
The stunt is being used by Eden Channel to promote the start of their Science Month which runs throughout July.
Science Month on Eden TV (Sky 532 Virgin 208) runs all day every day across July. Highlights in the first week include Wonders of the Universe (Monday 2nd July at 9pm), Finding Life Beyond Earth (Monday 2nd July at 10pm), The Code (Wednesday 4th July at 10pm) and Deadliest Volcano (Thursday 5th July at 7pm).