PIF - A theif would like your bike:

The purpose of this video is to shock the public about the dangers of having your bike stolen and how unfortunate it is that it is hard to describe the stolen bike to the police and prove that it is yours. It informs you, the audience, how many bikes get stolen 'last year' In this PIF it scares the audience that once a bike has been stolen it is very hard for the police or anyone finding it again as it is very hard to describe a bike to a policeman. This scares the audience that they should lock their bike to a sturdy fixture when out and lock it in a shed or keep it at home if they are not using the bike. At the end of this PIF the man says, with a strong, advising voice; "Remember a thief would like your bike" This has been scripted to impact the audience that their bike is not safe if it has not been locked up. This scares the audience to take the opportunity to learn from this advert to make sure that they prevent getting their bike stolen by buying a lock for their bike and locking it.