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I.D. cards are one of those hair brained New Labour ideas that is destined to fail (with a bit of luck)
Coldplay Touching The Void The Office
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BB rocks 
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I know what you mean SplitInfinitive, but i'll take it a bit further..
"Social", government sponsored advertising is becoming more and more hardcore! Watching those adverts leaves you in no doubt that "they" know were you live, when and who you work for, who you're "killing" (toddlers) with your second-hand smoke and your 40 mph on a 30mph zone (a little girl, aparently). Or, when not wearing a seatbelt, your pizza-loving mates.
Don't get me wrong; i understand that they need to put a message across, and a tap on the shoulder won't do anymore- it'll have to be a slap in the face.
Is it working though?
In my opinion, the only people that might feel in any any way disturbed/shocked/scared/motivated by those ridiculous attemps at mock-"we're watching you through the telescreens" are people who actually read 1984, people who never did break the law (apart from smoking a doobie in Glasto' 1996!), and people who already vehemently oppose the idea that "one might be working, without one receiving the benefits one is entitled".
I suppose what i am (obviously) struggling to articulate in my semi-drunken state, is that those adverts only end up outraging the likes of "us" on a political/social level without being able to deter the culprits, in any way, shape or formzzzzzzzzzzzzzzzz.............
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