Home Office spends seventy grand on 250 DVDs to promote ID cards

In answer to a parliamentary question from Tory Home Affairs spokesman David Davis, Clarke said that so far a whopping 250 copies of his ID card propaganda film ... had been produced at a total cost of £71,892.96, inc VAT.

In fairness we should point out (as Clarke himself seemed keen to do) that the bangs per buck situation has been improving. He told Davis that the initial production run of 50 (N.B. not a typo, 50) cost £70,482.38, while the second run of 200 only cost £1,410.59 more. .... Never mind, if the Home Office carries on ramping production it will have got the actual unit cost down to £7.05 once it's shipped around 10,000 of the things, possibly by around 2010.

The justification of the exercise is possibly weirder than the costings. Clarke told Davis: "Ongoing engagement with stakeholders and research conducted with the general public showed an awareness of the Identity Cards Scheme, but a degree of misunderstanding about the details of the scheme and how Identity Cards would be used. It was decided to fund a DVD to help the Identity Cards Programme Team communicate the basic features of the scheme in a clear and concise way." Here Clarke appears to be conceding that (as ID scheme critics have been pointing out for some considerable time now) that although the bulk of the population has heard of ID cards, they labour under serious misconceptions about what the scheme entails and how it is supposed to work.

The Home Office has done little or nothing to correct these misconceptions since the ID scheme was first hatched; in fact, as a fair bit of its published research plays to these misconceptions (the idea being to hone the sales pitch by finding out what people think ID cards would be good for), you could say it's done more to reinforce them.