Eyes

Eyes


A disturbing special effect sets the tone and message for the UK's first national drug driving campaign

Since the 1960s, the Central Office of Information had been producing campaigns that not only made it clear that drink driving was illegal, but also helped make it socially unacceptable. But it wasn't until 2009 and the launch of this campaign that significant attention and resources were turned to drug driving and its equal penalties.
To get the attention of twentysomethings, a sense of quiet unease is used instead of crash-bang shock tactics or draconian messaging. The special effect that enlarges the car passengers' eyes works in several ways. It offers a visual double-take, draws attention to the ad and makes it memorable. It emphasises the message that pupil dilation caused by certain recreational drugs can be a giveaway to the police. And as 'windows to the soul' they elevate our perspective into the drivers' dawning realisation that his night out is going to have a difficult comedown.

Public information film warning against drug driving - four young adults in a car have enlarged eyes. The voiceover details how the eyes can reveal drug-taking to police.


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From the collection

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

A woman has broken down on the hard shoulder, but has she followed the right advice?
1

Road Safety: Hard Shoulder

The COI updates 'The Message' on road safety, via Grandmaster Flash and a photocopier.
2

Close To The Edge

Public information short with Nick Ross reassuring the public there is no need for nightmares about the Millennium Bug.
3

Action 2000: Booklet As Hero

A disturbing special effect sets the tone and message for the UK's first national drug driving campaign
4

Eyes

Effective example of the 'Get Rid of Your Gremlins' campaign aimed at improving adult literacy and numeracy.
5

Adult Basic Skills: Entrance

There's a quiet grave in the middle of this leafy suburban roadway.
6

Child Road Safety: Quiet Grave

A footballer? An astronaut? Who knows what the future holds - but the government wants to ensure you are prepared.
7

Child Trust Fund

Film sponsored by the Meningitis Society explaining the symptoms and treatment of Meningitis in children and young adults.
8

Meningitis - A Race against Time

Harrowing public information campaign aimed at kids and parents.
9

Solvents: A Parent's Guide compilation

''Stranger danger' takes a sinister new form in this chilling public information film.
10

Child Internet Safety

Safely navigating the new virtual high street.
11

Shop Safely on the Net: Virtual Mail (BSL / subtitles)

'Switch it off before you drive off' - an urgent message for drivers from the dawn of the mobile phone era.
12

Mobile Phones: Text

Simple and devastatingly effective, a key advert from the UK's first major AIDS awareness campaign.
13

AIDS: Iceberg

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