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Public information films PIFs are a series of government-commissioned short films, shown during television advertising breaks in the United Kingdom.
Public information films were common place in the s till the s however became obsolete with the closure of the COI Central Office Of Information. The films advise the public on what to do in a multitude of situations ranging from crossing the road   to surviving a nuclear attack.
Many of these films were aimed at children and were shown during breaks in children's programmes during holidays and at weekends.
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 s, s and much of the s, 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. Some advertisements and charity appeals have gained the status of honorary PIF among fans, including Cartoon Boy , a campaign about child abuse produced by the NSPCC while films such as the s British Gas advertisement about what to do in the event of a gas leak can be considered non-Governmental PIFs.
A sequel was released in Public information films produced by the COI covered a wide range of subjects. The fillers listed above were for domestic consumption. These films dealt with research and development, British products and the British way of life.
They were usually distributed through the diplomatic network but not always. Some films were sold commercially to overseas outlets, mostly television. Additionally, their debut album features a few reprises with the suffix "PIF".
The comedian Chris Morris satirised public information films in The Day Today in an episode where there was a constitutional crisis. The Scarfolk website and book feature parodic posters in the British public information style. From Wikipedia, the free encyclopedia. This article has multiple issues. Please help improve it or discuss these issues on the talk page.
Learn how and when to remove these template messages. This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. This article's lead section may be too short to adequately summarize the key points.
Please consider expanding the lead to provide an accessible overview of all important aspects of the article. March This article relies too much on references to primary sources. Please improve this by adding secondary or tertiary sources. December Learn how and when to remove this template message. BFI Player. Retrieved 24 July TV and Radio Fillers. Retrieved 13 May Retrieved 1 August This public information film is concerned with the problem of children being suffocated in old fridges that, tempted by their playful imaginations, they want to climb into.
The danger today has been largely eliminated by the introduction of magnetic seals instead of locks. BBC News. British Broadcasting Corporation. Categories : Public information films Audiovisual ephemera British society. Hidden categories: Articles needing additional references from September All articles needing additional references Wikipedia introduction cleanup from March All pages needing cleanup Articles covered by WikiProject Wikify from March All articles covered by WikiProject Wikify Articles with multiple maintenance issues EngvarB from June Use dmy dates from June Articles lacking reliable references from December All articles lacking reliable references.
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