Challenge

CBeebies believes in positive childhoods and promotes cultural richness, inclusiveness and kindness and wanted to celebrate this with a piece of content that could be broadcast on their television and social channels.


How we helped do the right thing

The driving insight for the campaign is that children aren’t born with prejudice; it is something that is learnt through living in and observing a society where prejudice exists.

So, we created a short film that celebrates this in a beautifully simple way, featuring the unscripted responses of real pairs of friends struggling to find something to say when asked about what makes them different.

The final line of the film sums up the idea: ‘When it comes to difference, children see things differently’.


What happened next

The campaign had an overwhelmingly positive impact for CBeebies and the BBC as a whole, it was an opportunity for CBeebies to stand for something greater, that not only reflected CBeebies values, but would inspire the world to think differently about difference.



Success

The campaign has currently had 55 million views and counting. A global reach of 102m+ and over 2.5 million engagements.


55m

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