Iceberg

“Don't die of ignorance.”

With its simple and iconic imagery this was public information film at its most sensational: expensive special effects and high-concept production design brought public information filmmaking into the realm of state-of-the-art corporate advertising. The film was the result of a £5 million cinema and television campaign aimed at combating the growing spread of HIV and AIDS. With restrictions around the overt promotion of condom use on television and a growing chorus of moral campaigners promulgating their own agenda, the straightforward and doom-laded approach was probably the only viable option for campaign mastermind Sammy Harari. But the result was a hard-hitting and memorable campaign which undoubtedly fulfilled its brief of pervading public consciousness. There are two versions; the one shown in cinemas did not feature John Hurt's famous voiceover.