BITE Insight

In a world that feels increasingly more divided, sometimes it takes the outlook of the youngest amongst us to change the conversation. This is the realisation that Karmarama channelled in their latest campaign for CBeebies, Everyone’s Welcome.

The broadcast and social ad is a topical and smart way to channel diversity on a kids platform, addressing the wider societal discriminations that we are faced with today. The ad uses real pairs of friends in a heart-warmingly candid video, asking each what the difference is between them.

Although the pairs appear different to the viewer, whether through race, gender or physical ability, the children struggle to think of anything that they think is actually different. They settle for things such as a love of lettuce or an ability for dancing, in unscripted answers that reveal the wonder of a child’s perspective.

The conversations demonstrate the strapline of the campaign, the reality that children are hard-wired to be open-minded. They see the world differently, without the bias, stereotypes and pre-conceived ideas that adults have.

Karmarama has created a relevant campaign for a children’s TV brand that celebrates tolerance and inclusivity. It is a sentiment that people need to hear, provoking discussion around diversity and inclusivity both in the home and in the playground.