Child Accident Prevention Trust (CAPT)

Child Accident Prevention Trust (CAPT)


“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 fact VCCPme filmed a social experiment to see how children feel about this issue. After all, if kids care, surely adults should too.

20 children aged between 5 and 14 years old were given 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.

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

As the children’s imaginations got more and more fired up, they were offered something else.

The dilemma: spend it on themselves or give it to CAPT to help stop accidents from happening to children. Chocolate or charity? Not an easy decision for a seven year-old.

Sophie Maunder-Allan, CEO of VCCPme and mother of two boys herself, laughed, “Our children went from angelic beauties to huffing and puffing divas demanding time to think about it.”


But their good sides won out as all but one child handed over their five pounds to charity – and even she said off camera that perhaps she’d share her toys instead.

Sophie said, “I’m not sure the results would be the same if we tested adults.”

The film goes live on 22nd September 2015 and can be viewed at It invites parents to test their own kid and either gloat about their reaction or sheepishly share their child’s preference at #FiveQuidKids. (Our bet is if they don’t choose charity, they’ll probably choose chocolate.)





Who are the Child Accident Prevention Trust?


Preventable accidents are the second biggest killer of children in the UK, second only to cancer. 2000 more children are admitted to hospital every week.  Not only do accidents destroy lives, but they leave families in tatters.


At the Child Accident Prevention Trust, we work to reduce the number of children who are killed, disabled or seriously injured as a result of accidents in the UK – without wrapping them in cotton wool.


We do this from the grass roots up, working directly with families and the professionals who support them, to campaigning for changes with policymakers, manufacturers and the NHS.


The Child Accident Prevention Trust is a small national charity, but we punch well above our weight. Child Safety Week is our flagship community education campaign.




Credit List.


Title: Chocolate or charity?

Client: Child Accident Prevention Trust

Agency: VCCPme

Creative Director: Michael Quinn

Art Director: Brett Gascoigne, David Hitch

Copywriter: Hannah Wallis, Tom Young

Planner: Gavin Hilton

Producer: Larissa Miola

Director: Simon Lane

Editor: Simon Lane

Director of Photography: Adrian Burke

Sound Engineer: Ben Leeves, Grand Central

Music: Audio Network