Children in Need’s heavy load
Marking Mental Health Awareness Week, which started 13 May, BBC Creative and BBC Children in Need have collaborated on a poignant campaign showing how depression and anxiety can weigh on some young kids.
)
Credits
powered by
-
- Production Company Anonymous Content
- Director ThirtyTwo
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Production Company Anonymous Content
- Director ThirtyTwo
- Edit Company The Assembly Rooms
- Post Company Time Based Arts
- Executive Producer Tor Fitzwilliams
- Producer George Saunders
- Production Designer Beck Rainford
- DP Ben Fordesman
- Editor Eve Ashwell
- VFX Lead Stevo Grasso
- VFX Producer Mia Saunders
- VFX Producer Jo Gutteridge
- Colorist Simone Grattarola
Credits
powered by
- Production Company Anonymous Content
- Director ThirtyTwo
- Edit Company The Assembly Rooms
- Post Company Time Based Arts
- Executive Producer Tor Fitzwilliams
- Producer George Saunders
- Production Designer Beck Rainford
- DP Ben Fordesman
- Editor Eve Ashwell
- VFX Lead Stevo Grasso
- VFX Producer Mia Saunders
- VFX Producer Jo Gutteridge
- Colorist Simone Grattarola
Title The Heaviest Backpack, the campaign features a touching film, sensitively directed by thirtytwo, through Anonymous Content, that follows a boy navigating school and a troubled home life with his backpack symbolising the emotional burdens he carries.
The wider initiative also includes a series of powerful social videos in which celebrities Vick Hope, Roman Kemp, Jamie Laing, Alex Scott MBE, Katie Thistleton and Joe Wicks MBE unpack their own past ‘backpacks’ by sharing personal reflections from their childhoods.
Featuring discussions about bullying, anxiety, racism and issues at home, each video demonstrates the power of conversations in helping lighten the weight that some children carry.
BBC Children in Need partner, McDonald’s UK, have also shown support by removing the iconic smile from millions of its Happy Meal® boxes in restaurants across the country. Communicating to children that it’s okay to not be happy all the time.
