Public Information Film

Public information films (PIFs) are a series of government commissioned short films, shown during television advertising breaks in the United Kingdom. The US equivalent is the public service announcement (PSA).

The films advise 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 programmes 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 humorous and used comedy to show the dangers or ridicule the folly of those who ignore them (Joe and Petunia are a good example of a comic PIF). Many of them involved or were narrated by celebrities of the day.

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, and Massingham's work has since gained a cult following for their quirky often humorous tone. After the war PIFs were produced by the Central Office of Information (now closed), and again by private contractors, which were usually small film companies.

PIFs were supplied to broadcasters free of charge for them to use whenever they wished. Their usefulness as a cost-free means to fill the gaps in fixed-duration commercial breaks left by unsold advertising airtime led to their being used regularly and extensively in the 1960s, 1970s and much of the 1980s, and consequently, within both the COI and broadcasting companies, they were typically known as "fillers". They are still being produced, although the vastly reduced need for broadcasters to turn to third-party filler material to deal with unused airtime during breaks or junctions means they are now only seen rarely, usually in night time spots. Fillers are still produced and distributed by the Cabinet Office by the Filler Marketing team.

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