OPENER / ANDREW TUCK
Real life
- Well, there is some good news. I have a feeling that in the UK we are witnessing the demise of that particular variety of influencer whose social media account features endless photos of them balanced on the edge of an infinity pool, glass of champagne in hand, swimming-costume gusset hoicked between butt cheeks and a look on their face that’s supposed to be coquettish but actually makes them look like they’ve just been subjected with no warning to the latest Chinese version of the coronavirus test (yes, your nostrils are safe but your rear end is not). And that’s just the boys.
It all began to unravel when a whole gaggle of them departed British shores to “work” in Dubai. It turns out that the UK tabloid press isn’t very keen on people not sharing in the general misery of this pandemic British January and took these characters to task. This prompted a flurry of social media posts of the stressed influencers posing with a laptop or looking super busy-busy-busy on a phone call.
Then this week the UK introduced sweeping new travel restrictions and these numpties were clearly a key target. Home secretary Priti Patel attacked them for “showing off in sunny parts of the world” and declared that henceforth no British person would be allowed to go on holiday.
Now, British government ministers are not known for reading the room (or giving a damn about anyone in it) but Patel played a blinder here. She managed to put the whole nation into detention like some stern headmistress but, because the influencers took the real thrashing, many people will be more than happy to comply with her decree. It’s all become quite heated with Michael Gove, minister for the Cabinet Office, also taking to the airwaves this week to jab a finger at the Insta mob. It means that any influencer trying to sneak back into the UK has less chance of going unnoticed than a pheasant dressed in a fluorescent bonnet and singing a rather loud ditty on the first day of the shooting season. Go Priti.
- The UK government has also brought out a series of TV advertisements to hit home the message about coronavirus and the need for us all to do our bit. It seems to owe a large debt to the Don’t Die of Ignorance campaign produced by TBWA in 1986 about Aids. Central to this was a 40-second-long film, directed by Nicolas Roeg and voiced by John Hurt, designed to scare people into changing their behaviour. It was dark, ominous and even included a tombstone for added grimness. While many claim that it worked, others suggest that the fear it spread just made it even harder for gay people to come forward and ask for help.
The coronavirus campaign, called Look into My Eyes, has a similarly ominous voiceover and features patients with oxygen masks, doctors in PPE. The idea is simple: stay home, protect the health service. It’s hard to imagine, however, that it will change behaviour when we see our health secretary larking about in a busy park with his kids; or our prime minister pootling about miles from home on his bicycle or shooting up to Scotland when he fears that those rascals are preparing for another independence push. And after a year of trauma, this stern talk misses the mark. Empathy, not just blaming the public, is what’s needed.
- The Don’t Die of Ignorance campaign gets a cameo in Russell T Davies’s new TV series It’s a Sin (see Culture below). The five-part drama starts with a group of students arriving at university in London in 1981 and charts their gay lives and loves. It’s rich with cultural references; it’s funny and warm. But you know what’s waiting to pounce: Aids. You relive the fear of that time and also the horrible reactions of the media, much of the public, even the medical profession.
I was at university at the same time that the show is set and, in the following decade, saw many of the people who became friends and colleagues die. So for me, as I know it will be for many people, watching this was both hard and somehow equally wonderful. In the days since racing through all five episodes, faces from the past have come back to me with renewed clarity. People who should be here now.
And, yes, you can make some links between then and now – the deniers, the misinformation, the failures of leadership, the advertisers’ language of fear – but I don’t think it helps to blur the two. Although when it is time to tell the story of the pandemic, I hope it’s done with the same humour, humility and passion that Russell T Davies musters with such incredible power. Because, in the end, it’s drama, it’s fiction, it’s perspective and it’s knowledge that really changes how we see the world, how we feel – and how we behave.