Billboard Kids My Life

The photos taken at this shoot will be seen by millions of people

and will be plastered on billboards all over the country.

But they're faces you don't often see.

All the children taking part in this shoot have some kind of disfigurement,

and they've had enough of being treated differently because of how they look.

I have been teased and bullied and people have been really cruel

at school, just because I look slightly different.

So they're taking a stand, representing a charity that fights

for everyone to be treated equally, no matter how they look.

I just want people to know that I'm an ordinary boy,

because I am an ordinary boy, just with a different look.

Inside this grey-looking building are some of the brightest brains in advertising.

Four kids have been invited here to take part in something that's never been done before.

They've been picked to star in a nationwide poster campaign for a charity.

Welcome to DDB. We're really excited to have you here today.

I'm going to have a chat with you later to find out a bit about you and your lives,

and we're going to show you some of the ideas for your ad campaign.

-Does that sound good?

-ALL: Yes.

The plan is to make posters of the children that will be shown on billboards all over the country.

It's all for a campaign for the charity Changing Faces.

They're fighting for everyone to be treated equally, no matter how they look.

It's the first time they've done a campaign like this with just children.

So why were these kids chosen?

The thing I like about motorbikes is that they go fast.

They've got speed, and I like speed.

I like going fast.

My uncle likes bikes, my cousin likes bikes, my mum likes bikes, my big sister like bikes.

Everyone likes bikes.

But Harry's family was torn apart by a tragic accident when he was a baby.

I was in a house fire when I was one and my big brother, Michael, and my dad, Dave, died.

That's Michael on the motorbike.

There's Michael pointing at a newborn Harry. Look how happy he was that you'd come.

I was in hospital for months. Half of my body is burnt apart from my belly.

That was two months before the fire.

Look at me. I look so adorable.

For as long as Harry can remember, he's always stuck out from the crowd.

A lot of people, if they've never seen him before, people often stare.

I was about seven years old when a person said, "Are you an alien or are you a human?"

I was mortified.

-Absolutely mortified.

-And when she went over...

when she went over to tell his mum, or nan or whatever, she started laughing.

She was very rude as well. The adult thought it was quite amusing and said, "Oh, he does, doesn't he?"

It's this prejudice the children want to challenge.

These are the faces we are used to seeing on posters,

but the advertising team want to do something different.

That's Chris's job.

The main objective is to change the people who have prejudices

to think differently about these kids and anyone with a facial disfigurement.

What makes a good ad is one that has a very simple message that's easy to understand

and grabs your attention and stops you from walking past the poster, ignoring the message.

Someone who really wants to get his point across is Max.

The type of birthmark I have is a port wine stain.

I have quite a lot of birthmark over my body.

Max's birthmark is there because he has bigger blood vessels under the skin in that area.

He was born with it.

I chose to take part because I want people to know that it's not contagious.

It's not a disease, it's just the way that people were born, really.

To make a good advert, the advertising team

need to know exactly what life is like for the kids.

Why do you think doing this campaign is important?

We just want people to know that people with a visual difference

are normal but they have one extra-special thing about them.

Not everyone's perfect, but everyone actually is different in some way or another.

I'm Lucas and I've got a facial disfigurement.

I was born like this.

Before Lucas was born, there was a problem early on with the way he developed.

It affected his eyes, ears, nose and the tube that joins his throat and stomach.

He's totally healthy now but he still looks slightly different to other kids.

It's a bit upsetting having a facial disfigurement, even though it's only a slight difference.

People have been really cruel to me at school just because I looked slightly different to most people.

It wasn't until Lucas was four years old that he realised he did not look like everyone else.

It was the first day of school and a girl said, "What's wrong with your face?"

I didn't know what to say, because...no-one had ever asked me that before.

I was just really curious when I went home and asked my mum.

And she told me that some people were going to be cruel or whatever.

Kids who invite me round to their houses and the mothers haven't seen me before,

they get very nervous and jumpy.

Sometimes I never see the kid again,

and I don't know why.

I usually think that there isn't a normal person on Earth.

That's what makes everyone interesting.

At the advertising agency, the kids are working on ideas for what the posters should say.

Tell me what you said.

Mine says, "Shut it, you!"

-He or she says, "It's just a mark - a birthmark."

-It's just a birthmark.

-Mmm.

-Lucas,

-have you got anything?

-"Imagine if you were me. Would you like to be stared at?"

Have you said that to someone, or is it something you would like to say?

It's sort of what I'd like to say.

-Lauren, are you OK to read yours out?

-"Stop staring, because you wouldn't like it."

It's a strong statement from someone who's shy.

The photo campaign

is very different for me to do, because I don't like being the centre of attention.

The first time I saw Lauren with her birthmark, I said, "What's that on your face?"

She said it was a birthmark. I went, "Oh. What's a birthmark?"

I'd prefer people to ask than stare.

She's not one of those people who want their face on everything,

but I'm glad she's doing it because she can get the message round that a birthmark's no big deal.

It's not just Lauren's friends who are surprised she's doing the campaign. So is her mum.

This is definitely out of character for Lauren.

I really didn't think she would say yes.

She's not doing it for attention or because she wants to be in the spotlight,

or on the stage - she's doing it to build her confidence.

Someone who knows just what kind of impact a campaign like this can have on you is Adam.

He has already featured in a poster campaign like the one the kids are doing.

I had no idea how big it would be.

I thought it would be a few posters here and there, and it's 18 months

since I signed up and they're all over the place at the moment.

My parents have seen 15 of them this week alone. It's crazy.

Adam was born with a condition that has caused growths on his face and head.

He's been in and out of hospital all his life.

Over the years, he's had to deal with his fair share of bullies.

He's got loads of advice for the kids.

When you were younger, did you ever see anyone being mean to you?

I got bullied for five straight years of secondary school and it was a real, real hard time.

I have no time for bullying. I think it's one of the worst things anyone can do to anyone else.

I got really angry, to the point where it was like, "I'm annoyed and I don't know why I'm annoyed,

"but I'm annoyed and someone is going to have to pay for this."

How did you try and stop it?

The wrong way to deal with it is to really kick off and start yelling things back.

That's not the right way to go about things.

So you either ignore it or explain to them why you look the way you do.

Or I am also a big fan of sarcasm and making jokes.

Because if people see you're comfortable enough in your own skin to joke about it,

then they'll realise it won't get to you, and by bullying or being mean to you, they're wasting their time.

The kids' first day at the agency has come to an end, and Adam's words have really hit home with Harry.

He would be a good role model, Adam. He taught you stuff like, don't show your anger,

let it go.

But Harry doesn't always find it easy to let things go.

Sometimes he gets into trouble.

Someone called me names, so I had a fight.

They pushed me, so I pushed them back, then they pushed me back,

then I kicked them on the floor and I started kicking them.

I want people to know about me,

so they can just know that I got burnt when I was one years old.

So if you want to know, don't stare, just ask.

All the kids have different ways of dealing with staring.

Lucas and his brother Morgan have quite a few strategies they use when they are out.

Most people, when they first stare at me, I smile at them.

Then they usually look away, or smile and look away,

although there are some people who are arrogant and even then they don't look away.

They carry on staring.

So I smile and wave. HE MOUTHS

Even though I've had it all my life, it still feels uncomfortable to have people doing that to you.

And I think it's not fair that people should treat people with facial disfigurements like that.

Some people think they're invisible to him. You could be just inches away, staring them right in the eye.

You have to think of yourself having a massive spot on your forehead or cheek or somewhere,

and you're in the middle of town, where everyone can see you and everyone's staring at you,

thinking, "That person's unhygienic, dirty, horrible."

It would be really horrible for you to cope with.

When you look different, every new thing you do or place you go can be a big challenge.

All the kids rely on their family and friends for support.

Stacey helps me when I'm upset or I'm sad.

We've known each other for seven years and we met at primary school.

She's just legendary.

You can't get a friend like this in anybody else.

At primary school, Max and Stacey would always help each other out if one of them was having a bad time.

In Year 2, we used to play dodge ball, but everybody would go for Max.

-That was really annoying.

-So every time somebody went for him I always jumped in front of him.

As well as doing the poster campaign, Max has just started secondary school this year.

It's scary for anyone, but harder for Max, meeting hundreds of people who don't know about his birthmark.

Luckily, his best mate was starting at the same time.

I was a bit nervous at first. We only had 70 in my primary school, so it was ginormously...

We're in different forms, but we're still with our friends. We try and meet up every lunchtime.

We normally stay on the same table and look out for each other.

If you've got glasses for the first time, it doesn't matter what your friends think, it's what you think.

I think you should be yourself if you have any birthmark or freckles.

I don't think looks are important.

Although Max is happy with who he is, like a lot of people with birthmarks,

he's had to make a decision about whether or not to have treatment to lighten his birthmark.

I have had laser treatment.

The last one was about two weeks ago.

I don't particularly like it done, because I like the way I look now.

Harry has spent a lot of time in hospital over the years.

He doesn't want to change how he looks any more.

When I went to hospital recently, they asked me if I wanted a new ear, but I said no.

The ear would just be for looks.

I like the way I look.

I have a grandpa hairstyle - bald at the top, but loads at the side.

I don't want a hair transplant, because I'd shave it off anyway.

Making the decision to have treatment is a difficult one, but Lauren has made her choice.

I'm packing my bag because I'm going to have some laser treatment on my face.

It's meant to help my birthmark maybe go a bit lighter instead of going darker.

Lauren, come on, time to go.

-Have you got everything?

-Yes.

-Good. This is your last drink now.

You can't have a drink after 11 o'clock because the anaesthetic will make you sick.

Lauren has been having laser treatment since she was a toddler.

I don't like having the treatment, because I can't go outside and it hurts.

I'd prefer to go to school than go to the hospital.

-Have you had a good journey?

-Yeah.

-Slip your bag off and get on the scale.

But the treatment has made a difference to Lauren's birthmark, and she wants to keep going.

Kath wants to see if there have been any changes to the birthmark

before she starts the next treatment.

-You've still got that tiny stubborn bit.

-Yes, it's quite deep, isn't it?

We'll do that bit a bit higher, and then these we'll keep at the same level. All right with you?

-You might be bruised for a bit longer.

-OK.

-Is that OK? Are you sure?

Although Lauren's had the treatment lots of times, she's still nervous.

She has to be put to sleep with anaesthetic before the treatment can start.

The laser produces a powerful beam of light that destroys the purplish blood vessels under the skin

without injuring the skin on top, but it does leave temporary bruises.

What we hope is that the redness will get lighter and lighter,

so that when she's bigger, she can cover it with make-up and you won't be able to see it.

From when they first come to when they finish treatment,

I actually see them get more confident, and that's one of the nicest parts of the job.

Lauren's just come round from her treatment and her face is bruised.

I'm still a bit sleepy, and it's really sore.

It looks like it might be a bit swollen tomorrow.

Never mind. You can have a rest, can't you?

I'm feeling OK and I want to go home.

Lauren's bruises should be gone by the day of the photo-shoot in three weeks' time.

Back at the advertising agency, the team are making final preparations.

From his own experience, Adam knows that doing this campaign is going to be a big deal for the kids.

They'll be having a lot of attention thrown upon them.

I'm confident they know what they're getting into and they're ready, but it still doesn't make it any easier.

It's the day of the photo-shoot.

Posing for a professional photographer is a new experience for all the kids.

It is a big ask, because they haven't done this before,

but we just want a real, natural performance to get across their personality, a little cheekiness.

We want them to enjoy themselves, which will be hard with the lights and cameras on them.

It doesn't come naturally to them, probably.

A stylist and make-up artist are on hand to make everyone look their best,

but Harry is not impressed with the clothes chosen for him.

Like all kids, he has strong views on what he likes to wear.

I've got, like, a plain sort of T-shirt, or some sort of nice casual trousers.

What about that? That's a nice colour.

Do you like that?

-Yeah?

-I think they look nice.

They make you look stylish. You look cool.

-I don't like them.

-Try this T-shirt on.

-You wanted to wear your jacket, but you could wear this, because it's kind of similar.

-I don't like it.

-Can I wear my Everton top with that over it?

-I don't think so.

'I didn't like them clothes. They make me look stupid and I didn't like them.'

They were just plain. I wanted to wear these clothes - Everton pants, Everton top.

Harry has got used to some people being nasty to him because of his burns,

but he also knows that sometimes people are extra nice to him because of what he's been through.

He knows how to use this to his advantage.

I use my burns to get me off the hook sometimes.

And use them to get what you want.

Yes, a lot.

How do you feel about wearing some of your sports trousers, your tracksuit bottoms?

-Then would you be OK with the T-shirts? Can we compromise on that?

-Maybe.

If I caught you using your difference to get away with stuff,

-then I would punish you, and you know it, don't you?

-Yeah.

-I'm not getting make-up.

-No, not make-up, just a hair.

Just a little bit.

Are you not happy about this?

Why? Most people really enjoy the process of getting their hair done.

But Harry is making it a challenge, which is actually quite nice as well.

That's a lot like me.

This is the photography set.

Lauren is next to arrive.

Have you ever been in a photo-shoot before? Do you want to take a step on here with me?

And she's feeling a bit nervous about the day ahead.

I'm going to stand there and take a picture and your going to stand here. And we're just going to play.

So there's nothing to worry about, it will just be like having fun. OK?

The photo campaign is very different for me to do,

because I never do anything like this.

I'm not a person that likes being bossy or at the front.

I'm more like a sporty person.

-I've got this sort of top.

-'I like wearing tracky bottoms,'

jeans and jumpers and I don't really like wearing dresses or skirts.

I think she'd probably prefer a football shirt, you know what I mean?

Or I've got this sort of snug cardie.

'Lauren hates getting dressed, full stop. She hates going to shops, she hates trying clothes on.

'I once asked her why she didn't want to get dressed up to go to a party

'and her answer was, "Because everybody will look at me." '

I don't think we'll ever know if it's the birthmark or just Lauren.

-How are you feeling?

-Er...

A little nervous? Are you? There's nothing to be nervous about.

Lucas and Max are next to arrive and they don't seem to be the least bit worried.

Hi, Lucas. You all right?

Do you want to try these on? The shoes are great as well.

You've been the easiest one so far.

-Would you mind trying on maybe one of these tops?

-Yeah, sure.

It's going to be exciting and interesting to find out how the photos are going to turn out.

The advertising team are confident that they can get across what the kids want to say.

'The campaign is called Look At Me Now.

'We were inspired by that meeting with the kids.'

It's saying, "Look at me, I'm on a big poster campaign.

I'm different to what you thought. I'm braver, I've got confidence.

It has the line, "To anyone who looked at me

"and thought I'd never have anything to smile about, look at me now."

Harry sticks his tongue out, getting across his personality.

Harry's got tons of personality, so it should be straightforward,

but he's not really enjoying the photo-shoot.

Like you're waiting at the bus stop to go to school.

Do that towards me.

Stick your tongue out.

That's it.

'I don't really like posing.

'I didn't like getting my photo took all the time.'

When I grow up I don't want to be a model, I want to be a bike racer.

Look over that way.

Harry's getting fed up and the team realise what they are asking him to do just isn't working.

What are you thinking of his tongue sticking out?

I want him to look a bit more pleased with himself.

The line we've got on the poster is, "Something to Smile About".

-You want a feeling of pride.

-Yes, got you.

Give us a big smile.

Luckily, Harry's mum is on hand to make him laugh.

That's the trick, put your hands in your pocket.

I think I just relaxed him a bit, set him off and that was it. You get your good smile pictures then.

Brilliant, well done.

Definitely the first time I've ever had make-up put on my face.

Lauren seems to be getting more confident as the day goes on.

OK, a little smile, really good.

Put your arms higher, like an aeroplane.

It feels weird when people are telling you to do loads of things.

Give me one of those big smiles. That's good.

Looking at her there now, I think she finds it quite easy. I feel quite emotional, really.

I feel quite touched that she's done it, you know?

Very good.

-You've got lovely eyes, Lauren.

-Have you never done this before?

Nice! An even bigger smile. That's great.

I did enjoy it, but I don't think I'm a natural.

Wow, which ones do you like the best?

I don't know, I like all of them.

Give me a little smile. Something really silly.

When I see the posters, I'm going to be shocked. It's going to be rather odd.

I don't know what it'll be like. We've only seen a sketch.

It's taken five hours and the photographer has taken over 200 images.

But they think they've done it.

Kids were perfect - what we wanted.

We wanted them to act natural and they did exactly that.

'It was more relaxed than I thought.'

There was some surprises - Lauren, I thought, was amazing and Lucas as well.

So hopefully, nice big posters.

The next time the four kids will meet, their pictures will be on posters all over London.

It's down to the advertising team to create the final image.

I'm excited because it will be the first time to see it.

But I'm a bit nervous because I don't know what it will be like.

It's going to be a bit weird looking looking at yourself on a giant poster on the tube,

where you usually see adverts for films or things like that.

When people look at the poster, I want them to think, "Look at him, he's famous."

I'm feeling really happy about seeing myself on a billboard.

I'm definitely looking forward to that experience, I can't wait.

Five months ago, nobody knew who these children were outside their home town.

Now their faces are at the centre of the charity campaign,

fighting for people to be treated equally, no matter how they look.

They will be on advertising spaces across the country.

Adam knows how it feels and hopes they can cope with being in the spotlight.

'They have a lot of responsibility now.'

Because now they are essentially the public face, so people will know who they are, know what they are about.

'And the amount of attention they get might stun them slightly.'

Here we are, West Kensington tube station.

Today, we go and see the posters.

CHEERING How are we all feeling? ALL: Excited.

Happy, excited?

The plan is, we are going to go and invade the Underground and look for our posters. So, let's rock 'n roll!

Onwards and upwards. CHEERING

There's 260 stations on the London Underground, so plenty of places to look.

-Not many people get to do this.

-I'll look that way, you look that way.

There are over 400 posters plastered up all over the Underground, it's now just a case of finding them.

There's got to be one here somewhere.

-OVER PUBLIC ADDRESS SYSTEM:

-We can see you!

That's creepy.

Look, there you are.

I think it's fantastic.

That's made me feel happy. That's made my day.

Lauren!

Brilliant.

But Max and Harry still haven't found their posters.

I'm feeling really excited about seeing my poster.

I have seen Lauren's, then I just saw Lucas's, when am I going to see mine?

Every day, 3.5 million people use the Tube, that's a lot of people to see your poster.

Right now, though, Max and Harry just want to see it for themselves.

There!

I'm really happy, really proud of it, yes.

There's only one person still to find his poster.

Mine's over here! There's mine, there's mine!

Look at that, that's me.

Look, there's me!

I feel very happy because look at me.

I'm that big, look!

I think it's absolutely brilliant, I'm really proud of you for doing it.

When Harry, Lauren, Max and Lucas started this adventure,

they were fed up with people making judgements about who they were based on how they looked.

Now they've been brave enough to put their faces in the spotlight

to show everyone they're just like any other kid, and there's no bigger spotlight than this!

There's me! We're up there in that massive 50-foot thing.

I think it's just brilliant.

-It's amazing. Really good.

-How impressive is that?

You have to be like a celebrity or something to get on there so I think Lucas is really lucky for that.

He looks better than he usually does, anyway!

I have seen three Maxs in one day - normal Max, poster Max and massive huge billboard Max.

I'm really proud of myself, it's a one-in-a-lifetime opportunity.

I'm glad I've taken it.

I never thought I'd see my daughter up in lights like that.

Glad I've done it. It's been worth all the hard work.

I'm just really happy.

I feel proud of him as well, he's my brother, really, and...

Thank you.

Look at that, it's me. I did it to get famous.

I think I'm pretty famous in London, not yet in Liverpool, but I will be soon.

How many kids can say they're on a 20-foot billboard in the centre of London?

From seeing it start as a simple idea on a flipchart

and just to see it through to something of this scale and magnitude, is just simply incredible.

I did this campaign because I know it's going to make a difference.

I know it's going to help other people with facial disfigurements.

I feel so much better about myself.

I wanted to tell people that people with differences aren't always shy.

I think this has made me more confident than I ever was.

Subtitles by Red Bee Media Ltd