Citizen UK wanted to celebrate them ending 10,000 children getting child detention each year through a video that Positively celebrated the victory of everyday people banding together to make a difference. The end result was to be a positive feeling video that acknowledged and thanked everyone who helped turn the situation around. Not an easy target – but the choice of using animation to get this across was the perfect solution. The message was important to children through to the adults of all ages. Therefore a simple, hand drawn children's book style and the theme of a mother reading her children a bedtime story connected it all together.