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Public awareness campaign helps alleviate food import dangers to UK farming

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

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