Project Description

CBBC Newsround

The brief
Gordon Brown promised to eradicate child poverty by 2020, Newsround wanted to apply pressure on the Government to ensure they kept their promise. So our brief was to raise awareness of child poverty in the UK by creating a factual animation for CBBC’s Newsround Special on the issue.

What we did
We had developed the concept of documentary animation in 2006 by working with some of the toughest kids in the toughest neighbourhoods of East London. Why? To tell their stories visually whilst retaining their anonymity. The BBC picked up on our concept and as a result changed the creative vision for their CBBC Newsround special episode on child poverty to use our documentary animation format.

Following a six-month consultation process by the BBC to identify the real life stories of those children living in poverty, Bold Creative spent two months with Dillon and his family. Given the highly sensitive nature of Dillon’s situation we dedicated just two team members to work with him and his family, chatting and interviewing using audio only, really getting to know him, understand his situation so we could translate his story honestly.


…we had mould on our feet; I was going to school stinking of wee. I didn’t know what a toothbrush was either…” Dillon

Bold Creative worked with the highly personal material to create an innovative three minute 2-D and 3-D animation telling Dillon’s personal, first-hand account of how poverty had impacted on his young life and on his family. ’The Wrong Trainers’ screened on CBBC’s Newsround on BBC ONE on the 1st Dec 2006.

Bold are extremely proud of pioneering a broadcast format which engages young people with tough social issues and factual content in an entertaining way.


  • We achieved two million+ viewers on CBBC
  • We gained broad media coverage on BBC Newsnight, The Guardian, Radio 4 Woman’s Hour, The Sun as well as being presented by Allan Yentob and the House of Commons
  • The Wrong Trainers is being used as a citizenship resource in thousands of schools nationwide
  • Endless awards, Best Children’s Factual Programme, BAFTA, Best Children’s Television Programme, RTS, Best Animation Programme, Banff World Television Festival, Best TV Special and UNICEF Award, Annecy Animation Festival, Best Children’s Programme, European Broadcast Union, Mo Award, Children’s Short Film Festival, Prix De Jeunesse

The jury were unanimous in their admiration for a programme that set itself a bold and challenging objective and it achieved it with stunning results. Clever animation, coupled with heart-rending real children’s voices, engaged young viewers with a child poverty message in a meaningful and relevant way

RTS Judging Panel. Best Children’s Programme 2006

Using animation has meant we can present these issues in a way that’s accessible and relevant to both young and broad adult audiences

BAFTA award-winning series producer, Kez Margrie. BBC