Transcript Presentation

All Industry Trust for IP Awareness
Consumer Awareness
March 2009
Industry Value
•
UK film industry contributed over £4.3 billion to the UK GDP and over
£1.1 billion to the Exchequer
•
7% of UK GDP
•
Employing circa 150,000
•
UK films produce estimated tourist revenue of £800 million
The size of the problem
•
Loss to industry estimated at £487m
•
32% of population admit to participation in copyright theft
•
Criminal gain from counterfeit and home copied DVDs is
currently estimated to be £200m
Industry Strategy to Tackle
Copyright Theft
•
Product protection/security measures
•
Enforcement/investigation (FACT)
•
Government lobbying (Alliance Against IP
Theft)
•
Consumer communications
Film & TV in the Digital
Economy: An integrated, measured approach?
INTERNET
Regulation
Application
Education
CONSUMER
CHOICE
Copyright Conundrum
90% understand what copyright theft is
70% of consumers don’t understand the
concept of Intellectual Property
Physical copyright theft is more widely
perceived to be wrong than digital copyright
theft.
The Consumer Perspective
• Consumption of counterfeit products is
socially acceptable behaviour
“They’re like the ice cream van! We love
them, they put a smile on peoples’ faces’”
• Behavioural change is required
Shape the debate by being a part of it
Campaign Objectives
(Three years)
• Reduce the proportion of the British public
viewing or buying unauthorised content
• Create a broader appreciation of the value
of copyright
• Create an appreciation of the value of
TV/Film product
Strategy
• Social Stigma
– Change terminology
– Cause a pause
– Align to socially unacceptable behaviours
• Respect Creativity
– Increase appreciation of copyright
– Value contribution to British film and TV
– Drive awareness of impact of copyright theft
• Education / Enforcement
– Remit of copyright and penalties for infringement
– Drive consumption of legal digital services
Net savvy film surfers
Pub DVD buyers
2008
Young ambassadors
Muddled mums
5 KEY PRINCIPLES
Make the ‘right’ behaviour more aspirational
than the ‘wrong’ behaviour
Simple steps
Overt self-interest kills your campaign
Personal relevance
No finger wagging
Stigma: Knock off Nigel
Knock off Nigel
Education: Consumers
Educating on copyright and
directing consumers to legal
content
Copyright Clinic hosted at
www.copyrightaware.co.uk
Respect: Youth 11-15 yrs
Screenthing
43
Less likely to consume Illegal
product
24
51
Less likely to copy
Appreciate creativity
Want to be original
Want to protect industry
Realise extent of work
28
35
19
39
16
41
20
60
28
Screenthing Ambassadors
Non-Regular Screenthing Users
What Works
Which, if any, of the following statements about
downloading pirate / knock-off films do you agree
with?
64
Nothing to be proud of
19
52
Harms people who work in the
industry
35
70
Is wrong
34
Dec 08 - Males 16-34
May 07 - Males 16-34
Attitude Change
Which, if any, of the following statements about
downloading pirate / knock-off films do you agree
with?
69
/ Unauthorised downloading pirate
knock-off films or TV programmes
is a form of theft
46
54
/ Unauthorised streaming pirate
knock-off films and TV
programmes is a form of theft
36
Males 16-34 seen campaign
Males 16-34 not seen campaign
You Make the Movies
Thanking the audience for
consuming film legally, and
showcasing what goes into
the ‘making of…’ amplifying
the Respect Creativity
message.
You Make the Movies