Child Trust Fund
A footballer? An astronaut? Who knows what the future holds - but the government wants to ensure you are prepared.
Towards the tail end of the existence of the government communication agency the Central Office of Information, the tone of public information films shifted. In the early 2000s, COI communications began to mirror the tone of commercial advertising. This short 'filler', made on behalf of the Inland Revenue, alerts the public to a government programme to support parents to create a trust fund for the children.
Mirroring the dulcet narration and aesthetics of bank advertising, this humorous infomercial features the recognisable commentary of renowned football commentator Clive Tyldesley.
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Be Careful Out There!: Public Information Fillers
How the COI used wit, imagination and fear to keep us out of harm's way.
For over 60 years, the Central Office of Information gently persuaded, humorously cajoled and even terrified us in the name of keeping us safe and well. The COI oversaw all kinds of government messaging in print, posters and radio as well as film and video, and much of it bypassed the British public (intended to encourage trade or other overseas interests, or as training for officials).
But the COI is best remembered for its public safety campaigns, especially its 'public information fillers': short, direct messages warning us off myriad dangers, from cigarettes to slippery floors, fireworks to fridges, and shown in advert breaks on big screen or small. Many fillers from the 1970s and 80s - like Charley Says, the Green Cross Code Man and The Spirit of Dark and Lonely Water - are now considered classics, enjoyed by generations who weren't even born when they were made.
This collection takes up the story after that 'golden age', and sees the COI enter the digital era. In the process, the public information fillers took on a new visual sheen and their makers embraced a new bag of video tricks. But they also faced off new dangers, from the distractions of texting while driving to the menace of online predators. Ultimately, though, the COI met a foe it couldn’t fight, when at the end of 2011 it closed after 65 years, a victim of the coalition government's austerity.
13 videos in this collection
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Close To The Edge
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Action 2000: Booklet As Hero
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Eyes
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Adult Basic Skills: Entrance
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Child Road Safety: Quiet Grave
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Child Trust Fund
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Meningitis - A Race against Time
9
Solvents: A Parent's Guide compilation
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Child Internet Safety
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Shop Safely on the Net: Virtual Mail (BSL / subtitles)
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Mobile Phones: Text
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