Childline: Think You Understand Me

Young people are often misunderstood, not least of all by adults. 

See a group huddled together? We presume they're in a gang. A youth with his hood up? Perhaps he's dangerous. An asian kid with a backpack? In actuality, he's probably not a terrorist.

Yet these misconceptions are extremley commonplace and they've even managed to enter young people's mindsets, affecting their confidence and identities. 

This new campaign from Don't Panic for Childline was inspired by the increase in kids who accessed Childline online to disuss issues surrounding ethnicity and culture.

The agency spoke to 200 young people to find out about their experiences and weaved them into this spot from Caviar's Taichi Kimura, which results in a sensitive yet provocative take on the importance of debunking racial stereotypes and successfully manages to humanise kids today.

"It's heartbreaking to think that some children are targeted by bullies because of their race, culture or nationality," says NSPCC CEO Peter Wanless. "It is cruel and can be difficult to cope with and speak up about... No child should suffer in silence."