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"As an organisation who's purpose is to protect children, the NSPCC considers the safety and well being of children is paramount at all times. The NSPCC wishes to make it clear that in the making of our advertising, children are never caused distress or upset. All children that take part in NSPCC films are looked after by a parent or guardian, a member of NSPCC staff and a nurse to ensure that they are not harmed in any way."