CI- An investigation in the use of Public Information Films

Since 1946, The Central Office (COI) emerged from the old Ministry of Information and has
been serving the government in producing and distributing influential public information
films (PIF) and campaigns to inform audiences of issues that affect their daily lives. The COI's
work includes dealing with the issues of post-war Britain right up to the innovative and
powerful films of today. They commonly vary between welfare and safety messages that
include abuse, education, citizen rights and environmental issues and use techniques of
humour, shock, animation and celebrities of the day to engage their audiences. Many of
these films were aimed at children and young adults and were first shown in cinemas, they
are now distributed to over 120 Terrestrial and Digital stations and the emerging Outdoor
Media Sector(such as screens in shopping malls and GP surgeries.) I will touch upon the
comparisons and trends of PFI’s across the years and explore how influential and successful
they really are.

All public information films are well suited for the time of when they are shown, some films
are based on issues that are very current and contemporary of that time. For example in
2008 a series of films were launched warning young adults about the consequences of
binge-drinking, these are still shown today. In addition during 2008 alcohol-related deaths in
the United Kingdom not only increased by over 300 from the previous year, but have also
almost doubled per 100,000 since 1992. A report also shows how 44% of 18 to 24-year-olds
are regular binge drinkers and The Institute of Alcohol Studies adds how young people in the
UK are the third worst binge drinkers in the EU. These facts and figures show a worrying
concern and increase and this highly influential advert addresses the concerns. The series
consists of two adverts, one for a ‘Girls Night Out’ and the other for a ‘Boys Night Out’, the
images show how a night of binge-drinking can end by the characters preparing to go out by
ironically behaving and looking the way they would coming in from a horrendously drunken
night. The slogan reads ‘You wouldn't start a night like this, so why end it that way?’ The
girls night out starts off with the main character in her house getting ready for her night out,
the conventional close-ups of a girl getting dressed is shocking by her deliberate actions to
damage and rip these pretty and normally admirable clothing . She then continues to smear
her own vomit and make-up over her face, common for a PIF the shocking images don’t end
there as she pulls her ‘wetted accident’ stained skirt on. This particular part of the narrative
is very informative towards the audience in suggesting its link to alcohol-abuse as vomiting
and wetting oneself is common to the majority of explicitly intoxicated people. Many of
these shots are close-ups to demonstrate how she is using her own hands to do these
absurd things, signifying her responsibility to what is happening, hence her responsibility to
what will happen when you binge drink. We also see many shots of her awkwardly smiling
throughout her more appropriately frowning behaviour, this could also connote how she
isn’t in full control of herself which is what happens when too much alcohol is consumed.
She then leaves her house in this awful state. Throughout the ad the character is being
complimented by the non-diegetic music/song by Paloma Faith (who had also recently
emerged for her singer/songwriter skills at that time). The music tends to narrate her
actions for example when she sings “jump down off the step” the young lady is stepping
down towards the bathroom or “twinkle in her eyes” - when she is smearing her eye-make
up and “watching your silhouette” - whilst she is changing. The use of this particular song is
deliberate as many people may have heard of this current artist and immediately engage
with it, also the slow and awkward music as well as the lyrics go perfectly in synchronising
with the ad.

In comparison, the female take shows her doing stereotypically girly roles by getting dressed
and looking pretty and this is reinforced by the use of props – makeup, heels, clothing and
mirrors. On the other hand, in the ‘Boys night out’... (analysis) – remember to mention how
this is a contemporary ad – representations...and how it may have differed if shown in the
1940’s)

In contrast to that contemporary PIF, the trend of using current issues is also demonstrated
in this next film. During 1945 and 1951 after WW2 the new Labour government introduced a
programme of reform and reconstruction so one of the problems they addressed was the
importance of Education. Halas and Batchelor directed an animated PIF during this time in
1949 called ‘Charley Junior’s School Days,’ which follows the narrative of a nursemaid telling
a boy (Charley Junior) about his future school days. In this she explains the new Education
Acts introduced of the increase in schools and training and the offer of further education by
explaining to Charley how he will be in school for longer than his father. The first perception
she is giving of primary school is very positive, as many fun props like toys and sand are
shown, also the camera follows a chalk drawing a smile on a picture which connotes his
happiness and joy that comes within the environment of schooling. This sends off a positive
influence to the audience about education. The main audience would be children as the
whole concept is based on their new future they will experience and it also includes a child
as the main character. Similarly, the non-diegetic music as well as the animation used is
much more appealing for children as color is available in animation which wasn’t common
for audio-visuals in that time. Furthermore she then explains the further education regimes
of three separate options for school, two of which are segregated by gender and the final
grammar school option. Gender roles are explicitly shown in the first two schools as the
female characters in their institution are shown working with clothes, cooking , drawing and
playing music which puts the film in its historical context as in that age this was very
common. Also in comparison the other school for boys, curriculum included manual labour
and writing. We are also reinforced upon these gender roles as all the characters
professions in the film like nurses and teachers are played by females in comparison to the
male doctors and lawyers. This completely differs to the society we live in now as
stereotypical gender roles and professions have nearly been abolished, this has been
expressed through the many audio-visuals we see today.

.... “Daddy left 14- you can leave 15/16 or moree , youll be having a much better time in life than
ever he had.” Je
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