The UK's "Fire Kills" campaign, launched in 2001, continues our run of the most consitently harrowing PIFs in history, even more than the Drinking and Driving ones. Through the years, the Department of Trade and Industry has promoted the idea that a fire is the very worst thing that can ever happen. Such films as The House that Jack Built (which killed a newborn baby to make their point), Fire is a Nightmare (which did to same to a girl painstakingly set up as a rosy-cheeked English rose), or the nigh-unwatchable Christmas "Keep Matches Away from Children", or roared slogans such as "GET OUT, GET THE FIRE BRIGADE OUT, AND STAY OUT", are seared into the memories of several generations. (They used humour very occasionally, such as on "That Last Smoke Could Be Your Last", but it was humour of the darkest kind). Considering that level-headedness is often promoted as the key to survival in such a situation, making us absolutely terrified at the prospect might be counter-productive. An ounce of prevention and all that, but sometimes these things happen, and I for one am ill-equipped to cope. Having said all that, the defining characteristics of the PIFs since the introduction of Fire Kills have been grim and stern, rather than visceral and terrifying. But they did try for the latter early on, with this harrowing little piece which apparently caused former bedwetters to fall back into their old habits, among other complaints to the ITC which eventually resulted in the film being <b>...</b>