The case for action

Illustration and animation in the children’s media industry still has some way to go to truly offer meaningful employment opportunities for underrepresented ethnic groups. The children we serve come from all walks of life and backgrounds, so the people who make and create the content they love should too.

We believe It’s not enough to show support, or become an ally; action is required. We need to come together to provide real opportunity for diverse talent to break-through and shift the landscape of the industry with new stories, voices and creative talent.

The Secret Story Draw’s ambition is to achieve this change in the creative sector for the benefit of all, by providing a pathway to real opportunities for a lasting career.

Opening Opportunity

At the heart of this campaign are genuine offers of work, internships, work experience and live project briefs. There will be awards along the journey for the brightest and the best, but opportunities beat awards every time.

Here’s a short film that explores why initiatives like the Secret Story Draw are so important:

Sponsorship  opportunities

The secret story draw is a not for profit organisation, and we rely heavily on the goodwill and generosity of our friends in the industry. Not only to offer up the opportunities to make this campaign work, but also providing us with connections and contacts to elevate the campaigns profile. Unfortunately, we can’t achieve all our aims on goodwill alone. Small amounts of funding are incredibly valuable and will go a long way.

Sponsoring the Secret Story Draw is a fantastic way of demonstrating your support and commitment to improving diversity in our industry.
If you’re interested in helping and want to know more about sponsorship opportunities, please contact us at:

Leadership team

Jon Mason has worked in digital media production for over 20 years. Following an early career as a creative producer at Walt Disney, he founded Jollywise, a creative digital studio. For clients like Disney, BBC, PBS, DreamWorks and Sesame Workshop, their work aims to produce brilliant, thoughtful digital content that connects with children of all ages.
During lockdown, Jon developed The Secret Story Draw - a campaign with an optimistic outlook that’s dedicated to creating more opportunities for illustrators and animators of colour in the children’s industry. It has attracted incredible support: from writers, broadcasters, VFX, animation & gaming studios, to organisations like the BFI and BAFTA and the Children’s Media Conference.
By his own admission, Jon is not a diversity expert and doesn’t pretend to be. But he’s interested in asking questions about the challenges, speaking with the industry to learn more, and is committed to taking some action. The project’s outcome is to make repeatable and lasting impact on the industry.

Natalie Llewellyn

As Managing Director of Jellyfish Originals, Natalie drives the development and strategy of Jellyfish Pictures’ original animated children’s content, curating long-form animated series, serials and family features with global commercial appeal. Bringing over 20 years’ experience to the role, Natalie has extensive knowledge of original IP development, TV production, international sales and character licensing having successfully brought many children’s productions to market.
Before joining Jellyfish Pictures, Natalie spent five years with independent children’s production company, Platinum Films, as Head of Global Strategy. During this time, Natalie managed the international TV distribution, rights negotiation and consumer products roll out of children’s content, including, Matt Hatter Chronicles (CiTV/Nick) and Bear Grylls Young Adventurer.
Prior to this, Natalie enjoyed a four-year stint as Assistant Producer & Head of Creative Approvals on Everything’s Rosie (CBeebies) at independent children’s TV production and distribution company, V&S Entertainment.
In addition to her work with children’s IP, Natalie regularly lends her expert opinion to the children’s IP market. Natalie sits on the jury for the International Academy of television Arts & Sciences for Kids’ animation and is a regular contributor to the industry’s trade press, with recent articles appearing in C21 and KidScreen. She’s also an active member of Animated Women UK, often lending her insight on panels and was recently part of the Helen North Achieve Mentorship Programme.

Helen McAleer

Helen runs a media consultancy specialising in IP, publishing and TV production. Drawing on almost 30 years experience of the children’s sector across all key media.

She has held many senior roles including BBC Worldwide and Walker books, where she developed and co-produced award-winning TV series and films for Disney junior, CBeebies, CBBC, CITV and Channel 4.

She was also Executive Producer of the series, Tilly and Friends, Hank Zipzer, Scream Street, and C4’s 2016 animated Christmas family film We’re Going on a Bear Hunt.

Jamila Metran

Jamila has over 20 years’ experience in the kids industry.  She’s currently Director of Sony Kids Network overseeing POP, Tiny POP and POP Max. Jamila started her career in distribution for TV and film company Fireworks International (now Kew Media) before going on to specialise in children’s television.
She became commissioning broadcaster at CITV where she worked for 14 years.  She has previously held the position of Head of Sony Kids Channels head up Sony Networks’ portfolio of kids’ channels. There she ran scheduling, strategy and programme acquisitions for Pop, Tiny Pop, Pop Italy and Pop Africa. She acquired PJ Masks, Miraculous, Masha and the Bear, Alvinnn!!! and the Chipmunks, Angry Birds, Super Wings, My Little Pony and Power Rangers and made Pop the number-one-rating commercial kids’ channel in the UK.

She was also a children’s media consultant, where her services range from content development & acquisitions, to channel and brand strategy across linear and digital platforms.

Lydia Mossahebi

Lydia is a digital strategist specialising in delivering engaging content for kids and young audiences. Lydia is currently Editorial Director at kids creative agency KidsKnowBest where she's responsible for the agency communications and content for a suite of kids apps.

Previously, Lydia worked at Beano Studios where she led an award-winning team on the entertainment network beano.com, and at Channel 4 where she was an online producer working on high-profile youth brands.

Chandan Shergill

Chandan Shergill is the Coordinator of the BFI Young Audiences Content Fund, which supports the creation of distinctive public service, high-quality content for audiences up to the age of 18. Chandan is also currently working on a project to recruit under-represented writers with New Writing North and Sky TV, and with BFI Network in the reader pool for the Short Film Fund. Chandan spent several years working in a talent agency representing television presenters in London, working across numerous factual shows along with children's and live events.

More recently she has worked in the charity and public sector, with roles at Refugee Action and Manchester City Council. She lives in Manchester and enjoys cooking, yoga and pottery classes.Hafsa is a trainee solicitor at Sheridans, a Soho based media law firm. Previously she worked at Warner Bros. and Hachette. Hafsa is passionate about increasing access to opportunities in the media industry for people from diverse backgrounds

Hafsa Jabbar

Hafsa is a trainee solicitor at Sheridans, a Soho based media law firm.
Previously, she worked at Warner Bros. and Hachette. Hafsa is passionate about increasing access to opportunities in the media industry for people from diverse backgrounds.