This BBC Campaign Gets Adorable to Show How Prejudice Isn't Innate

Diverse Pairs of Friends Show How Inclusive Children Can Be

Published On
Jun 14, 2017

Editor's Pick

Diversity isn't just an issue for the workplace: it's equally important in the playground, according to a new campaign for BBC's children's channel, CBeebies.

Agency Karmarama asked pairs of friends to talk about their differences. Although many of the duos appear quite different to the viewer -- whether because of gender, skin color, or level of physical ability - the kids struggle to come up with anything that really sets them apart from each other.

"Lucy loves tomato sauce. I do like it but I don't love it as much as Lucy," is the best that one pair can come up with. Others live on different roads, or might have a preference for cucumber over apple, but they would rather just get on and play than dwell on their differences.

Nic Studzinski, chief creative officer at Karmarama, said in a statement, "To their great credit, young children are more open-minded and inclusive than adults. It's hard-wired into them. All prejudice is learned behavior, something that develops as we get older."

Credits

Date
Jun 14, 2017
Brand:
Cbeebies
Client:
Cbeebies
Agency:
Karmarama
Chief Creative Officer:
Nik Studzinski
Executive Creative Director:
Adam Kean
Executive Creative Director:
Dickie Connell
Copywriter:
Rachel Holding
Art Director:
Dan Leppanen
Creative Planner:
Claire Taylor
Agency Producer:
Ben Catford
Producer Assistant:
Sam Topley
Business Director:
Charlotte Hodgson
Account Director:
Kate Fitzgerald
Account Manager:
Sophie Coyne
Production Company:
Smuggler
Director:
Josh Neale
Producer:
Nick Fewtrell
Production Manager:
Polly Leach
Director, Photography:
David Procter
1st Assistant Director:
Simon Ashen
Offline Editor:
Eve Ashwell
Edit:
Assembly Rooms
Visual Effects Post House:
Moving Picture Company
Visual Effects Producer:
Ryan Handcock
Colorist:
Richard Fearion
Sound Design:
Alex Wilson-Thame
Sound Director:
Jungle
Music Composition:
Mat Davidson

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