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Major UK copyright education campaign launched

Representatives from the UK’s creative industries, supported by the government, have confirmed the agencies that will help to deliver a major multi-media education campaign aimed at encouraging consumers to do the right thing and access content from a wide range of legal services.

Almost two million people in the UK have jobs which are directly associated with creative industries and the programme – part of the Creative Content UK initiative – aims to provide future opportunities for young people and help continue the rapid growth in employment in the sector. By showing how to easily access content – such as music, film, TV, books, games, magazines and sport – from authorised online sources which provide a superior user experience, the campaign will encourage consumers to attach greater personal value to the creation of the content they love and highlight the increased choice that brings.

The education programme will target 16-24 year-olds, their parents, those responsible for household internet connections, as well as others who influence young people’s attitudes to accessing content. To capture the attention of these audiences, public relations firm Weber Shandwick will lead an integrated consumer, corporate and social PR campaign, with activities scheduled to start later this summer. Creative Content UK is working with Atomic London on advertising creative. Media planning and buying will be directed by ZenithOptimedia.

The campaign is part of the Creative Content UK initiative, a ground-breaking partnership between content creators and Internet Service Providers (ISPs), together with an education campaign part-funded by the government, aimed at helping reduce online copyright infringement. The initiative also includes a subscriber alerts programme, to follow after the education campaign launch, which will notify bill-payers if illegal content is being shared with other users through their internet connection.

Speaking to parliamentary representatives and stakeholders at the Alliance for Intellectual Property reception in the House of Commons, Janis Thomas, Education Project Manager, Creative Content UK, said: “We are delighted to have three highly-experienced agencies on board to help us create disruptive and engaging multi-media campaigns that will connect with the aspirations of young people. This behaviour change initiative is vital to the success of the sector and will ensure that we can continue innovating and taking risks on new artists and ideas. We aim to inspire individuals to make a personal commitment to the future of the UK creative industries and to the creation of music, film, games and other entertainment, which they love so much.”

Creative Content UK will be measuring the impact of the education campaign in a number of ways – including using extensive analysis conducted by Ipsos MORI. The surveys will help to assess levels of illegal consumption and correlating engagement across legal platforms, as well as attitudes towards the value of content and awareness of the programme as a whole.

Weber Shandwick Chairman Jon McLeod said: “As strong advocates of the UK’s creative industries, we are delighted to work with Creative Content UK on this exciting initiative. We believe in the value of creativity and look forward to showing consumers the importance of securing the future of innovative content.”

Jon Goulding, Managing Partner at Atomic London said: “As an agency we use creativity to inspire and encourage people to change their behaviour, so this comes as a dream brief for us. Whichever side of the fence you sit on, the issue is one that affects all of us as consumers and producers of content.”

ZenithOptimedia Client Partner Kevin Morton said: “We are delighted to be working with Creative Content UK and their partners on this ground breaking initiative, to help safeguard the future of the UK creative industries. Our entertainment clients are all affected by illegal consumption and copyright infringement, so we are looking forward to working with key partners and stakeholders to deliver a fundamental change in consumer attitudes.”

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