Public awareness campaign helps alleviate food import dangers to UK farming

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.