The number of COI Communications campaigns that involved television commercials between 2000 and 2008 are not known though there is some information about the commercials produced though it is unlikely to to be a complete picture. There is more information from a different source for the period 2008 to 2012 though not giving much information about content. It does indicate that production increased substantially between 2008 and 2012. The suggestion is that commercials formed the major part, around 60%, of the output of MIAC during this period, very roughly somewhere in the order of 1800 commercials. This estimate is taken from sampling an indicative spread sheet of 3800 lines kept for playing out productions to television stations.
Given the cost of buying transmission time together with the substantial production costs of television commercials, this rate of production with accompanying expenditure, reflected the increased expenditure of COI Communications as a whole from £201 million in 2001 to £540 million in 2010.
From the perspective of the sponsoring department attempting to get a message to the public by way of television, the decision as to whether to use television commercials or television fillers, would have taken into account a variety of factors. The first might be the purpose or objective to be achieved. If, for instance, was closely defined such as to achieve a number of new recruits then the decision would most likely be to opt for television commercials since the medium allowed for reasonably close targeting and cost benefit analysis.
By contrast television fillers with much lower production costs were ideal as on-going reminders. Subjects such as safety in the home or at work or those where the department wished to maintain a subject presence over time opted for fillers. The decision was, of course, one for the sponsoring department.
Further sampling of the record referred to above shows that at least 25 different departments or agencies ran campaigns involving television commercials between 2005 and 2012.
The samples also suggest that among the most prolific users were the Army, Department of Health, the Inland Revenue and HMRC, the Department for Education and Science, the Department for Work and Pensions, Department for Vehicle Licensing, the Electoral Commission, the Home Office and the Royal Navy, Royal Air Force used paid time advertising for recruitment.
While the term commercials might simply suggest advertising through television transmissions the actual use of many of the commercials might also include advertising on social media such as Facebook or other paid time outlets.
Television Commercials Produced 2000 to 2007
The following lists are indicative rather than a total description of the campaigns and commercials produced in this period. The reason is that much, if not all, production was produced, administered and stored on hard drives that were not handed to either the National Film Archive or the National Archives for preservation. If anyone has any further information about projects produced during this time please make contact using the Contact Us facility on the Navigation Bar.
2000
Department of Work and Pensions Campaign
Minimum Income Guarantee no further information (NFA ID 764041)
2001
Home Office Campaign
Police Recruitment no further information (NFA ID 716 907)
2003
H M Treasury Campaign
Stakeholder Savings no further information (reference COI showreel 2006)
Department for Energy Campaign
Home Improvement Grants advertising agency Bierman 7Randall (NFA ID 620051)
Department of Trade and Industry Campaign
Internet Shopping- Limosine COI Producer John Ross Internet Shopping- Virtual Mall COI Producer John Ross Fireworks COI Producer John Ross
Customs and Excise Campaign
Tobacco-Break the Chain COI Producer John Ross
Health and Safety Executive Campaign
Asbestos Safety COI Producer John Ross
DCLG Campaign
Smoke Alarms -Feet COI Producer John Ross
Department for Education
Bullying - Tell Someone part of campaign to reduce bullying in schools
2004
Department of Education Campaign
Vultures no further information (reference COI showreel 2006)
2005
Department of Trade and Industry Campaign
Fire Prevention - Deck the Halls 60 & 75 seconds COI Producer Andrew Lane Fox
Department for Health
Mental Health - Interview no further information
Department for the Environment Climate Change Campaign Climate Change Tomorrows Climate Todays Challenge (click here to view ) part of campaign to create awareness of climate change. Producer Keri Powell Director/editor Xtophe Williams
2007
Department of Health Campaign
Anti Smoking - Wedding. (NFA ID N-28855)
NHS recruitment commercial "Smile" (click here to view ) the 'Smile' commercial, from the NHS' nursing recruitment campaign. This was the C.O.I.'s most effective direct response campaign and recorded over 90,000 responses in six weeks. Produced by COI producer Allon Wechsler
Television Commercials Produced 2008 -2012
The following lists are indicative rather than a total description of the campaigns and commercials produced in this period. The reason is that much, if not all, production was produced, administered and stored on hard drives that were not handed to either the National Film Archive or the National Archives for preservation. If anyone has any further information about projects produced during this time please make contact using the Contact Us facility on the Navigation Bar.
2008
Army Campaigns
Army Commercials were generally in support of service recruitment
March 2008 Afghanistan 5 :Campaign is Army Veritas Phase 2 : no further information March 2008 Bosnia 2 Campaign is Army Veritas Phase 2: no further information March 2008 Ghana 2 Campaign Army Veritas Phase 2: no further information September 2008 'Infantry Air Assault' no further information Job Explorer no further information Credit Crunch no further information Life in the Army. no further information Army Infantry - Air Assault no further information Army press web Escaper (click here to view) young woman describes how she "escapes" from dull life in to army. Army Press Web 1 (click here to view) one of a number of digital responses to replies from press ads. Army Press Web 2 (click here to view) one of a number of digital responses to replies from press ads. Army Press Web 3 (click here to view ) one of a number of digital responses to replies from press ads
Department for Children, Schools and Families (DCSF) Campaign
STEM: “Rhino” November 2008
Department of the Environment Farming and Rural Affairs (DEFRA)
Act On CO2: Use Less (click here to view )variety of actions that people can take to use less energy to meet the challenge of Climate change. Produced by Keri Powell Directed by Jack Price Act On CO2: “Lightbulb” September 2008 : no further information Act On CO2: “Loft” September 2008: no further information Climate Change: “Footprints” May 2008: no further information Fishing Licence- where's Dave no further information
Department of Health Campaign
Anti-Smoking: “Stream of Consciousness interactive “ August 2008 no further information Anti-Smoking: “ Reinforcing Motivation-Scared“ October 2008 no further information HPV Vaccination - Day In Life of an Arm no further information (NFA ID N- 32483) Child Immunisation- Buggies no further information Viral-Kissing(click here to view) reminder about obtaining European Health Insurance Card. Produced by Keri Powell
HMRC Campaign
Self Assessment: “ Anniversary” December 2008 no further information Self Assessment: “ Date” October 2008 no further information
Visit Britain Campaign
Above England
UFI Campaign
Learn direct - advice line- scallops no further information Learn direct - careers- snapper no further information
Department for Work and Pensions Campaign
Benefit Fraud - Cash in Hand (4 versions) no further information
Energy Savings Trust - The Making of Dave was one of twelve commercials produced during 2008 to encourage the public to use less energy, No further information NFA ID N-3776149 Direct Gov Campaign
Directgov Awareness - Car Tax. animation filler about the services available from the new website including the ability to pay car tax. NFA ID N-33111
2009
Department of Health
Change4Life the Department for Health launched in 2009, this campaign to promote changes in eating and exercise habits. The series became a focus of government health communications :some £75m was spent in the first year. The first commercials were Snack Swapper, The Simpsons, 60 Active Minutes, 60 Me Size Meals, How Are the Kids? and Alfie. The commercials were produced by Aardman animation – creators of Wallace and Grommit
Change for Life : Snack Swapper animated plasticine people talk about snacks and shop for for fruit with a child's voice warning of the health problems caused by eating too much junk food.. NFA ID 76341
Change 4 Life: “Me Size Meals” March 2009 a small overweight child is shown being given adult size portions at mealtimes by his mum. Commentary reminds parents that children need smaller portions NFA ID N-34146
Change 4 Life: “How Are the Kids” January 2009 a family lounges on the sofa eating junk food. Commentator points out that 9 out of 10 kids are growing up with dangerous levels of fat in their blood. NFA ID N-33155
Change 4 Life: “60 Active Minutes” January 2009 a young girl is shown si.tting on her bed playing computer games. Commentator points out that inactivity leads to fat building up in the blood which can lead to type 2 diabetes and heart problems suggests the need for activity during the day -say 60 minutes. NFA ID N-34153
Change 4 Life: The Simpsons January 2009 no further information
Smoke free Generation Cole Tobacco Reinforcing Motivation Real Kids:Sept 2009 no further information Anti smoking- Window cleaner no further information Anti smoking- 5 a day no further information Anti-Smoking: “One Way Street - telephone & online “ March 2009 no further information Anti-Smoking : “Tobacco Reinforcing Motivation Mollie” October 2009 no further information Anti-Smoking : “I’d Do Anything-Garden”December 2009 no further information
Tobacco Lead Generation Interactive no further information
Hepatitis C: “Present “ Urdu version (click here to view) information about the disease. Produced by Keri Powell Hepatitis C:“Past “ Urdu Version (click here to view) information about the disease. Produced by Keri Powell Hepatitis C: HIV Vaccine- Come together no further information
Dementia Awareness: “ Peter” 01 March no further information
Stroke Awareness: “ Man” March 2009 no further information Stroke Awareness: “Woman” no further information
Blood Donor Artery no further information
Child Maintenance Enforcement Council Campaign
Child Maintenance : “Confusion” July 2009: no further information Child Maintenance : Option : no further information
Childrens Workforce Development Council Campaign
Social Work recruitment : “Kettle” September 2009: no further information Social Work - Bouncing Ball. no further information
Department For Transport Campaign
Act on C02: “Chimney” climate change November 2009 was part of a campaign to encourage motorists to drive fewer miles. NFA ID N-35423
Department of Energy and Climate Change Campaign
Act on C02: “Bedtime Story” a small girl is read a bed time story about a world affected by by storms and heatwaves that scientists say are caused by CO2. The pictures in her book are animated showing pictures of people and animals in flood and drought situations. Caption: ACT ON CO2 NFA ID 762561
Energy Savings Trust "Look for the Logo" (click here to view) providing advice for everyday energy saving Energy Saving Trust: "Loft insulation" (click here to view) provides lots of information to Andy about loft insulation Produced by Keri Powell Energy Saving Trust: "Lightbulbs" (click here to view) provides advice to Andy about saving electricity through better use of light bulbs.Produced by Keri Powell Directed by Paul Henry, Production Manager Mike Richardson, Art dept Maria Chrissykos
Department for Children, Schools and Families (DCSF) Campaign
Teenage Pregnancy: “Waiting” September 2009: no further information Modern Foreign Languages: “Nubla” January 2009: no further information Modern Foreign Languages: “Neon City” January 2009: no further information Modern Foreign Languages: “Dancer” January 2009: no further information Modern Foreign Languages: “ Football 20” CD November 2009: no further information Social work - Give them a voice no further information Cyber Bullying - "Water Bomb" (click here to view) advice to teenagers suffering from bullying. Made for use on Facebook Have Your Say social media. Produced by Keri Powell, line producer Zara Balfour.
Department of the Environment Farming and Rural Affairs (DEFRA)
Buy in the UK Cantonese November 2009 no further information Act on CO2- Bedtime story no further information
Direct Government web site Campaigns
Direct Gov -Car Tax no further information Direct Gov -Awareness- Credit line no further information Benefit Fraud-Never Get Caught. no further information Direct Gov - Skills Awareness. no further information
I'd Go Direct Gov commercial promoting the official web site Direct Gov. Feturing various film and television personalities (Honor Blackman, Jaet Street-Porter etc) who suggest the web site as the source of information about car tax, pensions, tax credits employment and learning. NFA ID N-354256
Teacher Development Agency Campaign
Teacher Recruitment - Cookery no further information Teacher Recruitment - Science no further information Teacher Recruitment - Maths no further information
HMRC Campaign
Tax Credit Renewals: “ Renewal Deadline” July 2010 no further information
Visit Britain Campaign
Enjoy England no further information Above England no further information
Navy Campaigns
Navy Recruitment Aptitude no further information Navy Recruitment Brave Careers no further information Navy Marines - Mind - Brotherhood no further information Navy Marines - Mind - Calm no further information Navy Marines - Mind - Cold no further information Navy Marines - Mind - Fear no further information Navy Marines - Mind - Hunger no further information Navy Marines - Mind - Reservist no further information Navy Marines - Mind - Patience no further information Navy Marines Facebook compilation (click here to view) marines answering questions from Facebook users
RAF Campaigns RAF Recruitment - Part of Story no further information RAF Recruitment - Carla's Story no further information RAF Recruitment - Hamza and family no further information RAF Bluetooth commercial (click here to view) in support of cinema posters RAF Medical Services (click here to view) recruitment commercial RAF Regiment The Opportunity (click here to view) recruitment commercial RAF Regiment Gunner (click here to view) recruitment commercial RAF football bluetooth commercial (click here to view) recruitment commercial
Army Campaigns
Army Operation Solomon -on the road no further information Army Operation Solomon -Factory no further information Army Phase III- signaller no further information
Metropolitan Police Campaign
Anti Knife Crime- different end no further information
2010
Department of Health Campaign
Hepatitis C: “Shabanas Story “ January 2010 no further information
Change For Life: ‘Roundabout” July 2010 no further information Change For Life: ‘Plasticine” January2010 no further information Social Care Careers: “ Laura” February 2010 no further information Dementia Awareness: ”Carol” March 2010 no further information
Organ Donation BME Asian no further information Organ Donation BME 3 times more likely no further informatio Organ Donation BME Less than 1% no further information
Sexual Health -Chiamydia. no further information HMRC Campaign
Tax Credit Renewals: “ Last Few Days” July 2010 no further information
Department for Transport Campaign
Act on C02: “Reflections” Climate Change January 2010 no further information
Act on C02: Ice Caps climate change (January 2010) about car travel and the need to reduce car travel and emissions of CO2. Tag line "Drive 5 miles less a week" NFA ID N- 39098
Act on CO2 -Chimney about car travel. Close sh of something that looks like a chimney but as camera pulls away and twists around a car exhaust is revealed. Tag line "Drive 5 miles less a week" NFA ID N- 35423
MCGA Coastal Safety (click here to view ) a commercial warning about safety concerns around the coastline. Missing children, getting into difficulty while swimming and sailing. Care when walking near edges. Remember to call 999 when problems occur. Produced by Keri Powell.
Department for Energy and Climate Change Campaign
Act on C02: “"Loft" Climate change revised Phone version” January 2010 no further information
Department for Children Schools and Family
Anti Drink: Young Futures was part of a campaign aimed at parents warning of the dangers of their children becoming involved with under age drinking. Tag line is " The sooner we talk to our kids about alcohol the less chance that drink will start making decisions for them" (NFA ID N-35328 NA INF34/1486)
Department for Vehicle Licensing (DVLA) Campaign
Vehicle Excise Duty. no further information
Army Campaign
Army Junior Entry - Adam no further information
Navy Campaign
Navy Nurse no further information Navy Marines Leadership no further information Navy Submariner logistician no further information Navy Weapons Engineering Officer. no further information
NS and I Campaign
Saving Gateway no further information (NFA ID N-39415 NA INF34/1482/3/4)
Visit Britain Campaign
Visit Britain - Balloon no further information
Financial Services Authority
Financial Services Compensation Scheme light hearted advertising this scheme. A man is shown being presented with various warning signs (Do not park here, No picnicking ). Voice over says "Look for signs... protect your savings.. if your provider goes bust" NFA ID N-399649
2011
Department of Health
Anti-Smoking : ”Portae” November 2011 no further information Anti-Smoking : ”Jake” November 2011 no further information Anti-Smoking : I'd Do Anything no further information
Clear on Cancer: “ Just Say It” January 2011no further information
Cancer BME- Bowel Cancer no further information Cancer BME- Breast Cancer no further information
Change4Life - summer adventure promoted free activity pack for children to help parents and children keep active during the summer holidays, NFA ID N-39672
Summary of Television Commercials projects 2008 to 2012. There is evidence that some 1800 commercials were produced during 2008 to 2012. In this section existing knowledge of what was made is very sparse. The reason is that much, if not all, production was produced, administered and stored on hard drives that were not handed to either the National Film Archive or the National Archives for preservation when the COI closed. If anyone has any further information about projects produced during this time please make contact using the Contact Us facility on the Navigation Bar.