Charity
Campaign
Awareness
Broadcast campaign – Channel 4 family
In collaboration with DTV Group
Directed by Bhulla Beghal
Overview
Reality is a broadcast TV campaign for NSPCC confronting the lack of open dialogue around child sexual abuse in the UK. Developed and produced by DTV Group, the campaign uses toys as symbolic stand-ins for children to highlight the statistic that 1 in 20 children in the UK experience sexual abuse, often in places that should be safe.
Directed by Bhulla Beghal and made with the BlueBell family of Midlands crew, the campaign aired across the Channel 4 family with a repeat broadcast in 2026.
Why This Campaign
Child sexual abuse is appalling to even think about, and that discomfort is one reason is remains under-discussed and under-reported. Many children find it difficult to speak out, making services like Childline critical as a first step towards safety.
The campaign draws power from a visual metaphor: adults speaking to toys as if speaking to children. The symbolism allowed the film to confront the reality of abuse without exploiting children or recreating traumatic scenarios. When the scene finally cuts to a real child, the metaphor collapses, revealing the truth behind the statistic.
Collaboration & Roles
DTV Group approached Bhulla to direct the spot and elevate the production. They brough the script, concept and client relationship; BlueBell Films led the direction and assembled a Midlands-based crew to execute a sensitive, broadcast-standard shoot within a tight timeline.
The dynamic remained collaborative throughout.
DTV Group approached Bhulla to direct the spot and elevate the production. They brough the script, concept and client relationship; BlueBell Films led the direction and assembled a Midlands-based crew to execute a sensitive, broadcast-standard shoot within a tight timeline.
The dynamic remained collaborative throughout.
Production Approach
Although DTV is London-based, Bhulla requested that the film be shot in Birmingham where he could bring trusted, specialist crew, enable smoother location logistics, and deliver high production value more efficiently than a London shoot would allow.
The decision proved effective: locations, casting and production crew were sourced locally, with Midlands talent agencies supporting the child casting process. Crew culture was noted by the client for its professionalism, welcoming and calm atmosphere on set.
Working with Sensitivities
Directing this campaign involved balancing NSPCC’s safeguarding requirements with the clarity needed for broadcast. Child actors were never placed in scenes with adult actors playing predators; their knowledge of the theme was mediated through parents and agents, and they were monitored for comfort and wellbeing throughout.
The more challenging direction lay with adult performers – delivering dialogue that was disturbing without descending into caricature. Scenes with toy stand-ins required patient blocking and rehearsal to maintain the integrity of the metaphor.
In post, we shaped the tone carefully. We avoided over-sentimental musical cues and opted instead for a restrained, unsettling score that kept focus on the message. Composer Rupert Cole delivered a first draft that NSPCC approved immediately.
Credits
Client: NSPCC
Agency: DTV Group
Writer/Creative: Sara Sha’ath
Director: Bhulla Beghal (BlueBell Films)
Producer (DTV): Holly Marling
Assistant Producer: Daisy Young
Storyboard Artist: Steve Langois
Director of Photography: Tom Martin
1st AC: Ben Sansom
2nd AC: Luke Flaherty
Gaffer: Sebastion Kudanowski
Spark: Fionn Shanahan
Spark: Djamel Turner
Lighting Assistant: Dan Bayliss
Production Design: Stephanie Webb
Art Dept. Assistants: Kirsty Crumpton, Lily Holbeche, Felix King
Model Maker: Sean Birkby
Hair & Makeup Artist: Amrita Mudan
Costume Designer: Delilah Bannister
Sound: Peter Styles
Unit Stills: Kris Askey
Production Assistant: Levi Sitladin
Runners: Georgia Ewington, Zaina Ahmed, Thomas Duffill
Locations: Pam Cheema, Places + Spaces
Cast
Dan McGarry – Red Talent Management
Mark Crossley – Red Talent Management
Sarajane Cockell – Crescent Management
DJ Wyatt – Fresh Agents
Catherine Addi – Red Talent Management
Miya Williams – Fresh Agents
Editor: Mark Richards
Composer: Rupert Cole
Colourist: James Galbraith
Voiceover: Jill Myers
Format: 40″, 60″ & 90″
Broadcast: Channel 4 family (2025/26)