“Accidents are the second biggest killer of children in the UK. That’s the shocking truth”, says Katrina Phillips, Chief Executive of the Child Accident Prevention Trust (CAPT).

To raise awareness of this, VCCP media teamed up with Tower Hamlets based director Simon Lane and shot a film to promote the harsh fact.

Lane is based in an East London studio which is the perfect location for creating relevant and engaging films. He said:“Working across music videos, documentaries and commercials makes East London the perfect creative hub for me to collaborate and produce content.

Lane filmed about 20 children aged between 5 and 14 years old receiving a five-pound note. They were then told they could spend it on whatever they wanted. Immediately their eyes lit up as they started to think about all the things they’d like to buy.

Children are made to choose between keeping a £5 note or donating it to charity. Pic: Brett Gascoigne

Lane noted: “Chocolate seemed to feature quite a lot – whether in the form of a chocolate bar, a chocolate cake, or chocolate everything.”

Local resident and Art Director Brett Gascoigne commented: “They say never work with animals or children.  Saying that, it was a fun day on set. It was a delight to capture the kid’s real reactions. I could tell every child wanted to keep the money until their good side eventually won out.”

Only one girl refused to hand over the money but she did say off camera that perhaps she’d share her toys instead.

Gascoigne said, “Creativity is a passion and I always get a thrill out of producing things. But it’s particularly rewarding when you create something for such a great cause like CAPT.”

Click here for more information. To read more about the dangers of accidents, click here.