The Heaviest Backpack: BBC Creative and BBC Children in Need illustrate the heartbreaking weight some children carry

BBC Creative partnered with BBC Children in Need to open up a nationwide conversation around the importance of positive relationships in protecting children’s mental health.

In a series of powerful films Vick Hope, Roman Kemp, Jamie Laing, Alex Scott MBE, Katie Thistleton and Joe Wicks MBE shared their personal reflections from their childhoods and unpacked their own backpacks. From discussions about bullying, anxiety, racism and issues at home, each film demonstrates the power of conversations in helping lighten the weight that some children carry. A segment from Roman’s film premiered on The One Show on Monday evening (13.05).

Additionally, custom posters illustrating what the struggles of The Heaviest Backpack can look like were created and displayed in stations and billboards nationwide.

BBC Children in Need partner, McDonald’s UK, has also thrown its support behind the campaign by removing the iconic smile from millions of its Happy Meal® boxes in restaurants across the country. The move strives to communicate to children that it’s okay to not be happy all the time.

Rasmus Smith Bech, executive creative director, BBC Creative says: “We were honoured to collaborate on another really meaningful project with Children in Need. I’m incredibly proud of all the work put in to bring this initiative to life; it means so much if we can play even a small part in illustrating the struggles school children face and inspiring positive change.”

Credits

BBC CREATIVE
Credits: RASMUS SMITH BECH 
CD: SIMON LOTZ
PLANNER: RHONWEN LALLY 
HOP: JAMES WOOD
PROJECT MANAGER: MATT TOTTERDELL
SENIOR CREATIVES: ARON SIDHU & STEVEN LOWNES 
PRODUCER: HARRIET MCHUGH
PRODUCTION MANAGER: MICHAEL LUCAS & LAURA JENKINS 
PRODUCTION COORDINATORS: EMMA WHITE & CAITLIN SETTERFIELD 
ORIGINAL CONCEPT: WILLIAM GRIFFIN & IKI CHOI 
MARKETING
MARKETING MANAGER, CHILDRENS: HELEN ALDER
MARKETING EXECUTIVE, CHILDRENS: LUCY ADAMS
HEAD OF MARKETING ,CHILDREN IN NEED: TESSA HERBERT
MARKETING MANAGER, CHILDREN IN NEED: JANE BRITTON
MARKETING EXECUTIVE, CHILDREN IN NEED: OLIVIA TAYLOR
ANONYMOUS CONTENT
DIRECTOR: THIRTY TWO
MD / EXECUTIVE PRODUCER: TOR FITZWILLIAMS
HOP: SOPHIE HUBBLE
PRODUCER: GEORGE SAUNDERS
PRODUCTION MANAGER: CHRISTABELLE STONE
LOCATION MANAGER: AL VLOCK + LUKE WILLIAMS
1ST AD: JUSTIN TRAVERS
DOP: BEN FORDESMAN
GAFFER: JONO YATES
PRODUCTION DESIGNER: BECK RAINFORD
COSTUME DESIGNER: SOPHIE O’NEIL
HMU: EVE COLES
POST PRODUCTION
EDITOR: EVE ASHWELL @ ASSEMBLY ROOMS
EDIT PRODUCTION: PHOEBE ARMSTRONG-BEAVER
COLOURIST: SIMONE GRATTAROLA @ TIME BASED ARTS
VFX LEAD: STEVE GRASSO @ TIME BASED ARTS
VFX PRODUCERS: JO GUTTERIDGE AND MIA SAUNDERS
SOUND DESIGN: SAM ASHWELL @ 750 MPH
PRODUCTION: OLIVIA RAY @ 750 MPH
DESIGN (DOOH AND SOCIAL)
SENIOR DESIGNER: RONNIE LAW
MOTION DESIGNER: CHLOE BROOKS
RETOUCHER: CHRIS ROOME
RETOUCHER: RASHPAL GURM
STATIC DESIGNER: DAN COOPER
STATIC DESIGNER: ELLIE STANTON
STATIC DESIGNER: SAVANNAH MORGAN
STATIC DESIGNER: GEORGIE HALL
STATIC DESIGNER: GEMMA RHEAD
STATIC DESIGNER: JACK FREEMAN
TRAFFIC MANAGER: IMI BRAR