News anchors reassure us that one day things will get better in the BBC's emotional PSA

Film features faces from across TV and radio in their studios, homes and on-location

Published On
May 01, 2020

Editor's Pick

It seems we're getting to the point in the lockdown where everybody (well, most people) has now got the "stay home" message—but viewers need to have some hope for the future. This week we've seen Adidas reassuring us that "we'll compete again," and now the BBC is telling U.K. viewers that things will get better—one day.

In the latest PSA made in-house by BBC Creative, well-known newsreaders and presenters from across the BBC's TV and radio channels appear either in their own homes, studios or on location. They include BBC News Political Editor Laura Kuenssberg, "Question Time" presenter Fiona Bruce, BBC Breakfast host Dan Walker and newsreaders Huw Edwards, Clive Myrie and Sophie Raworth. 

"One day, I will tell you there are no new cases," says Raworth as she jogs across a deserted Central London. "And I'll read that the Nightingale is closing down," says Myrie, referring to the London hospital built for coronavirus patients. Others reassure us that we'll be able to hug our loved ones and our kids will finally go back to school, sport will return and plans will be made and kept. It ends with a reminder from Edwards that the BBC is there to "help you understand what's  happening every step of the way."

"We wanted this film to have a hopeful message which is something we all need right now," said Helen Rhodes, executive creative director, BBC Creative in a statement. “In order to elevate the production values of the film and make it as beautiful as possible despite the limitations of remote shooting we put a lot of thought into various things, like the contrasts between scenes, key colors in those scenes, time of day, and lighting within each set up."

"Where possible we utilized existing BBC broadcast teams either in a studio or reporting in the field," she added. "This also helped give us as many locations as possible in order to show the variety of work our news teams do, and alongside this we worked with a composer early on to heighten without overpowering the feeling of the film. Above all we wanted it to feel real and for the performances to come across in the most genuine way.”

The film is the latest message from the BBC reinforcing its role as a public service broadcaster; previous films have been narrated by celebrities such as Idris Elba, Stephen Graham and Vicky McClure.


May 01, 2020
Client :
BBC Creative
Executive Creative Director :
Helen Rhodes
Head of Planning :
Mike Lean
Head of Production :
James Wood
Creative Director :
Lisa Petit 
Creative Director :
Steve Back
Creative :
Sarah Fox
Creative :
Adam Reincke
Producer :
Ken Rodrigues
Project Manager :
Matt Totterdell
Production Manager :
Clare Donaldson
Production Coordinator :
Georgina Williams
Senior Planner :
Rosanagh Ker
Design :
Imi Brar
Design :
Darren Wagstaff
Design :
Pedro Ramos
Portfolio Head of Marketing BBC News :
Christine Woodman
Marketing Manager BBC News :
Giora Polushko
Media Portfolio Lead :
Emily Wilson
Producer :
John Bannister
Producer :
Dylan Southern
Director :
Will Lovelace
Editor :
Eve Ashwell
Post Production :
Assembly Rooms
Grade :
Simone Grattarola
Post Production :
Time Based Arts
Flame :
Adam Paterson
Post Production :
Sound :
Anthony Moore
Sound :
Josh Campbell
Musician :
Zebedee C. Budworth

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