Children in Need ‘By the Side of Every Child’: Stirring

Listen to some people and you could be forgiven for thinking that the BBC is rife with systemic political, cultural, and institutional bias. For right-wing commentators it is far too left-wing; for left-wing commentators it is far too right-wing. Was it ever thus?

However, most, although not all, agree that BBC Children in Need is one of the corporation’s greatest institutional achievements.

As one of the UK’s largest independent funders of youth work, the annual telethon represents a massive cultural and charitable triumph, combining public service broadcasting with massive real-world impact. In the 2025 financial year alone, the charity brought in £57.4m in total income and supported over 363,000 children and young people across 88% of all UK local authorities.

The concept grew out of the BBC’s long tradition of charity broadcasting, which began with a 1926 BBC radio appeal for children and transitioned to TV appeals in 1955. The modern BBC Children in Need telethon format was the brainchild of Mark Patterson, who served as its executive producer, although back in 2019 the family of BBC tea lady Joyce Rose claimed she was in fact the secret inspiration.

Joyce, who lived in a children’s residential home in Broadstairs after her dad left and her mother was sent to a workhouse, worked at the Beeb in the 1970s. After she passed away, aged 79, her family claimed that one day she had marched up to a senior BBC executive on his lunch break and told him the corporation should do an annual TV fundraiser for children. While this has yet to be officially recognised, by 1980, the first dedicated evening telethon was launched, presented by Terry Wogan, Sue Lawley, and Esther Rantzen.

Since its inception, the event has raised over £600m,  and with the next one due to take place two weeks today (November 13^th) BBC Creative has launched a new campaign film that celebrates these powerful connections, highlighting the BBC Children in Need youth workers who stand alongside young people through life’s challenges and the lasting impact of consistent support.

The “By the Side of Every Child” film follows Kai (Ethan Darby), a teenager reluctant to let others in, and Ryan (Charlie Rix), a project worker determined to earn his trust. Told through both of their perspectives, it explores how meaningful relationships are built over time, and the lasting difference a trusted connection can make in a young person’s life.

Their relationship begins with nervous silences, setbacks and uncertain encounters, but shared laughter and small acts of determination allow trust to grow as Kai opens up to Ryan.

The film reflects BBC Children in Need’s commitment to youth work, which makes up around 30% of everything the charity funds, helping to ensure young people have somewhere to go, something to do and someone to talk to.

By investing in safe spaces and skilled youth workers, BBC Children in Need helps create the trusted relationships that enable young people to thrive, building confidence, strengthening wellbeing and unlocking potential.

Biscuit Filmworks director Phoebe Arnstein said: “I loved the duality of the script and the challenge of entwining the different perspectives of a child and a support worker both working out this unique and complex relationship.

“The story of the support worker is often overlooked and after talking to professionals in the field about their own experiences, I felt it was important to portray a character who doesn’t have all the answers straight away. It was this very human, unpolished and eventually rewarding story that drew me in.

“Charlie Rix brought so much authenticity and resilience to the role of Ryan and was able to bring our improvised scenes to life with his playfulness and endlessly entertaining gift of the gab. Ethan Darby told a whole story with the slightest of gestures and allowed Kai to unfurl with masterful restraint, which was key to telling the story of an ongoing journey that demands so much time and care.”

BBC Creative ECD Richard Biggs added: “In an age of algorithms and AI, this piece of work is like a glass of cool water. It’s bursting with humanity, and care, and craft – with a beautiful story of human connection at its heart. A brilliantly fitting tribute to the extraordinary work that Children in Need do every single day.”

So, what is the consensus around the Decision Marketing office?

This is the perfect antidote to Adolescence, the hideously depressing take on Britain’s young men, which exposed many as angry, self-centred, “incels”, living in a dark, secret and troubled world within seemingly normal families.

This film, however, concentrates on kids with real-world problems, who have spent their lives in care. It makes no bones about the rocky path out of the system but it is full of hope and joy, and ultimately shows how persistence and understanding can pay off.

BBC Creative we salute you.

Decision Marketing Adometer: An ‘outstanding’ 10 out of 10