While the rest of the world might seem more afraid of difference than ever, children remain open minded, accepting and uninhibited. CBeebies celebrates this innocence in a beautifully simple film that features the unscripted responses of real pairs of friends struggling to find something to say when asked about what makes them different.

The final line sums up the idea: ‘When it comes to difference, children see things differently’.

The 2 minute film was posted to the CBeebies Grown Ups Facebook page and simultaneously launched in the junction before the new series of Doctor Who on BBC One.

Distribution: TV (BBC One, Two, CBeebies) Social (Facebook, Twitter, Youtube)

Within the first 2 weeks, the online film was viewed +32m times (active clicks) and achieved a global reach over 146m with a 35% VTR – the film has now been viewed +60m times.

In addition to views, shares and reach, we also saw a groundswell of positive support from the audience via 56,000+ Facebook engagements and over 2000 comments from users expressing their love for the campaign. The film also had a big reaction from many key industry influencers on Twitter including Tom Bennett, Chair of Education UK.

The positive reaction was also reflected in overall channel performance with a 3.6% share increase against BAME audiences during the week of launch, which demonstrates the impact the campaign had on the diverse demographic that we hoped to reach. CBeebies iPlayer also saw an increase of 4.9 million requests compared to the same week in 2016.