Greenford and Northolt Dig for Victory Campaign

1942
Sound
9m

An Ealing councillor fervently implores local cinemagoers to Dig for Victory!

Take up your trowels! During WWII, Britain's food imports were severely restricted and local councils across the country commandeered public and private land for the growing of vegetables and crops. Here, an Ealing councillor implores local residents to take on an allotment to help feed the nation. 'Dig for Victory' was one of the war's most iconic and successful mass publicity campaigns.

By 1942, when this film was made, half the civilian population was participating in the Dig for Victory scheme. As well as filmed lectures like this one, there were newspaper ads, leaflets, live demonstrations and a range of instructional films sponsored by the Ministry of Agriculture, as referred to by the councillor.

WWII at the Pictures

Once the cinemas were declared open for business, the film industry kept the reels turning, serving up a mixed diet of news, morale-boosting propaganda and uplifting entertainment.

In the early days of the war, cinemas were closed as a public safety measure, but authorities were soon persuaded of film's many virtues in wartime. Newsreels kept spirits up and relayed vital information, documentaries rigorously explored every aspect of life and work on the home front, and an array of animations and short films imparted practical tips and guidance.

Feature films, meanwhile, offered equal parts inspiring wartime stories and escapist fantasy to bring relief from everyday trials. And with gender roles evolving and so many men away from home, producers were forced to pay more attention (long overdue!) to the tastes and interests of women cinemagoers - with fascinating and enduring results.