DEPARTMENT FOR
ENVIRONMENT, FOOD AND RURAL AFFAIRS News Release (News Release ref
:262/08) issued by The Government News Network on 7 August 2008
Defra has this
week launched a new public information film (filler) to highlight
the risks travellers face if they bring illegal food products into
the UK.
Although the sixty second film, 'Don't Bring Me
Back', takes a humorous and light-hearted approach, with
puppets made to look like food that sing to travellers, the
message is very serious. It focuses on the personal inconvenience
of being delayed at the airport as a result of baggage searches by
UK Border Agency staff and of having any illegal foods seized, but
ends with the stark warning about the possibility of causing a
disease outbreak and also facing prosecution.
Market research has shown that this way of getting the message
across is the most effective at appealing to the audience, and
influencing its behaviour.
Disease outbreaks can have a severe impact on rural communities
and businesses. The personal import rules reduce the risk of
disease and pests entering the UK which can have a devastating
effect on UK farming. Some products may also contain harmful
residues or contaminants which are unsafe for public health.
The film is part of an ongoing public awareness campaign by
Defra, HM Revenue and Customs (HMRC) and the Food Standards Agency
(FSA). It updates and reiterates the messages in the 'I
packed my bags' film that has been running since 2004. It is
targeted at all travellers entering the UK from countries outside
the EU.
This film is only one part of the campaign. Other elements
include bi-lingual leaflets and posters, awareness raising among
local communities particularly around popular travelling times,
online advertising, posters at airports, press engagement and
overseas action.
Notes to editors
1. For more information about personal food imports, please
visit http://www.defra.gov.uk/animalh/illegali/default.htm.
2. To view the filler visit http://www.coitvfillers.co.uk
(you need to register to use this service).
3. About COI public information films
Public information films are unique to government. COI has used
fillers to communicate important messages to the nation for over
60 years, from simple messages telling children how to cross the
road through to more hard-hitting information about how to survive
a nuclear bomb.
Originally shown in cinemas, the films are a brilliant example of
social commentary, highlighting the important social issues of the
day. With the growth of TV in the 1950s, the films became shorter
and snappier, delivering memorable messages that are now household
phrases such as 'Cough and Sneezes spread diseases',
'Don't Drink and Drive', and 'Clunk
Click'. Today's films reflect current issues facing
individuals, from climate change to how to shop safely on the Internet.
Examples of public information films from 1945-2006 can be found
on The National Archives' website http://www.nationalarchives.gov.uk/films/.
Public enquiries 08459 335577;
Press notices are available on our website http://www.defra.gov.uk
Defra's aim is sustainable development
End
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