Public information film 

Public Information Films (known as PIFs) are a series of government commissioned short films, shown during television advertising breaks in the UK. The US equivalent is the Public Service Announcement (PSAs).

Contents

Subjects

The films advised the public on what to do in a multitude of situations ranging from crossing the road to surviving a nuclear attack. They are sometimes thought to concern only topics related to safety, but there are PIFs on many other subjects, including animal cruelty, protecting the environment, crime prevention and how to vote in an election or fill in a census form.

Many of these films were aimed at children and were shown during breaks in children's programs during holidays and at weekends. The general low-budget quality and the infamous static "crackle" before them gave them a Hammer Horror style aura. Some of them were quite terrifying and remained ingrained in the child's psyche well into adulthood, others were quite humourous and used comedy to show the dangers or ridicule the folly of those who ignore them (Jo and Petunia are a good example of a comic PIF). Many of them involved or were narrated by celebrities of the day.

History

The earliest PIFs were made during the Second World War years and shown in cinemas; many were made by and starred Richard Massingham, an amateur actor who set up Public Relationship Films Ltd when he discovered there was no specialist film company in the area. They were commissioned by the Ministry of Information. After the war PIFs were produced for the Central Office of Information, and again by private contractors which were usually small film companies, such as Richard Taylor Cartoons.

They are still being produced although they are rarely shown in the same frequency as their peak in the 1970s. Some believe modern PIFs are not as hard-hitting as they should be and have suffered due to political correctness. If the messages are not hard-hitting enough then the message can be lost considering older PIFs aimed at children (and adults) relied quite strongly on "scaring them straight" and the message remained with a child right through into adulthood, although recent drink-driving and anti -smoking PIFs have bucked this trend.

Some advertisements and charity appeals have gained the status of honorary PIF among fans, including Cartoon Boy, a 2002 campaign about child abuse produced by the NSPCC, and a 1980s British Gas advertisement about what to do in the event of a gas leak.

PIF's have a nostalgic cult following and a DVD was released in 2001 called Charley Says: The Greatest Public Information Films in the World, comprising the contents of two earlier VHS releases. A sequel was released in 2005.

Famous public information films

Some famous classic PIFs include:



Well known animated characters in PIFs have included Augustus Windsock, "the oldest living cyclist in the world", who appeared in two PIFs teaching children about safe cycling; Fanta the elephant, who appeared in a 1960s road safety campaign; and Dusty Kangaroo, a mascot of the Keep Britain Tidy campaign.

Recent public information films

More recent PIFs, many of which are currently still being shown on British TV, include:

DETR

From 1997 to 2002, Britain's road-safety campaign was run by the Secretary of State for the Environment, Transport and the Regions, better known simply as the DETR. This took over from the Central Office of Information's Drinking And Driving Wrecks Lives and Clunk Click Every Trip campaigns. The majority of the PIFs broadcast during this period focused on speeding - and were mostly famed for the 'Kill Your Speed' slogan, including an animated ident of a hand pushing forward - but would also focus on other topics such as seatbelt use and drink driving. Some of the DETR publicity films included:

Think!

Think! is the current road safety promotional campaign, from the UK's Department for Transport. Their adverts so far have included:

There are a number of ongoing cinema campaigns produced by Transport for London in conjunction with Think! One of them, aimed at teenagers, uses the slogan "Don't die before you've lived" by attempting to show how an entire life can go to waste for lack of attention on the roads. The latest PIF, Shattered Dreams, depicts a young girl who walks out of her house and across the street without looking when she is run over. She shatters on impact and then we see projected scenes from what would have been her future, showing her becoming an Olympic athlete. But because she died, none of these events will happen and they shatter too. Others in the series featured a boy appearing in a mock trailer for a hit film and a young pop star showing viewers round her house in the style of MTV Cribs, but it is then revealed that both were killed in road accidents as children and did not live to become famous. There is also a cinema only advertisement featuring the view of a driver in his car who is driving too fast. Along the way of his journey we see people singing the song in the background until he knocks over a motorcyclist and the music halts. There have been some made by teenagers, for teenagers in collaboration with MTVcitation needed. One depicts a boy, seconds from being hit, seeing ghosts on the road. Shocked by the ghosts, he steps back and uses a crossing. Another shows a bike mysteriously riding itself, showing off and doing tricks. It is revealed the rider is a boy wearing dark clothing. He is not seen by a car in time and is hit, but seems to be still alive, just paralysed. The tagline tells you to wear bright clothing or be invisible.

Anti-smoking

Anti-smoking campaigns have become a staple of British advertising as new and more significant risks are discovered on a regular basis. Most of these adverts come from the NHS, but others are made by the British Heart Foundation. Some of the best known examples of these campaigns are:

Cultural references

A number of musical artists have been heavily influenced by the analogue, overdriven sound of British PIFs, including Boards of Canada and most artists on the Ghost Box Records label, especially The Advisory Circle, whose most recent album, Other Channels directly references or samples many PIFs, including Keep Warm, Keep Well. Additionally, their debut album features a few reprises with the suffix "PIF".

Quotes

References

  1. ^ "Youtube - Monkey Dust - Driving Campaign". Clip from Monkey Dust, series 3. Retrieved on 2008-06-18.

External links