BAME young people didn't necessarily see Childline as a helpful outlet of support when it came to racial bullying.
By reaching out to over 200 young people for their real stories and street-casting across the country, we could give the campaign the authenticity it required to appeal to its audience.
We created a relatable and heartfelt campaign, skewering racial stereotypes and showing young people Childline were there for them. This, alongside a partnership with SBTV, led to numerous cases of children reaching out for support and citing this film specifically as the reason why.
Could you forget everything you ever learned?
Save The Children