Public Information Films (PIFs, or PSAs in some other countries) are a historical fixture of television break times. Whilst I could literally have plucked any PIF (and believe me, there are many) I chose instead to discuss one which is apparently more popular, but still relatively unknown by modern standards nonetheless: 1973’s Lonely Water.
Plot
This particular PSA revolves around teaching children the dangers of bodies of water. The film (which is made available for free on YouTube by the British Film Institute and is advised that you watch it for yourself before reading on) opens with a strangely creepy grim reaper-esque figure in a dark robe, which proclaims itself ‘I am the spirit of dark and lonely water: ready to trap the unwary, the showoff, the fool…’
The film then proceeds to depict the spirit in an array of scenarios in which water can pose a danger to children. These include but are not limited to: using a weak branch to lean over water, and uneducated children choosing foolish places to go swimming.
The climax of the ‘film’ shows the apparent defeat of the spirit by ‘sensible children’ rescuing a drowning boy. Upon common sense being used, the Spirit falls into nothing but robes, only to proclaim ‘I’ll be back…’ with the word ‘back’ eerily echoing.
History and production
The film came about due to pressure from the Royal Society for the Prevention of Accidents (RoSPA). Though the rate of death due to drownings for under 16’s was falling, it was still the 3rd leading cause. This resulted in the Home Secretary proceeding to set up a group to look at options to bring the rate down, leading to the idea of the PIF.
The script for Lonely Water was written by Christine Hermon for the Central Office of Information (or COI; a now defunct British government department responsible for the production of PIFs) and directed by Jeff Grant. Of reading the script, Grant stated:
I read it and got a bit of a shock. Gone was the gentle cajoling of Rolf Harris, who had recently appeared in a public information film aimed at persuading children to learn to swim. This one plumbed the darkness; it set out to scare.
Despite this, there were concerns that a purposely darker script than what television was accustomed to was too ‘irresponsible’, but Grant praised the concept nonetheless.
Shooting of the PIF proved difficult: despite being shot in 2 days in an area just a few miles north of London, the crew suffered difficulties such as getting smoke to blow right, airplanes flying overhead from the nearby Heathrow airport, and the construction of props proving difficult.
The actor who plays the robed spirit is Donald Pleasance (pictured above) a renowned British actor with a long history of cinema, stage and television.
The film was released in 1973 and was shown on British television for several years afterwards.
Impact
The impact of this PIF is evident from even the shortest Google of the name. It didn’t take me any time at all to come across innumerable Facebook, Reddit, Etc. posts and comments from 70’s/80’s children talking about how creepy/effective etc. this film was for them — and even non 70’s/80’s kids who have seen it and think the same. Here are a few samples:
I AM THE SPIRIT OF DARK AND LONELY WATER
This one still scares the shit out of me to this day. I watch it periodically just to make sure. [Reddit]
I remember this one, scared the crap out of me as a kid!..probably be banned these days, but it worked! [Reddit]
I remember this, it was quite creepy but effective. They should bring it back! [Facebook]
Furthermore, the PIF has regularly ranked high in numerous polls over the years for the best/most effective/creepy PIF. One example is a poll in 2006, in which the PIF ranked as the 4th UK-favourite PIF.
Sources
Thanks for reading!