History of Copyright/IP Campaigns

 Warner - Beware of illegal video cassettes (1990's)

In this video the Federation Against Copyright Theft (FACT) are warning viewers to look out for fake or counterfeit videos, and that they could reduce viewing pleasure and jeopardise future film production. This ad was put onto the start of bought and rented videos.

The Market : 1996

In this newer video, a shock/scare factor is used in order to deter viewers from buying fake or counterfeit videos/DVD's because they fund things like drugs/crime/terrorism. Using things that a lot of people are scared of as a reason to not take part in piracy works very well.
There is also a story behind the campaign - if you do buy these DVD's/Videos anyway, you probably won't be satisfied and will be robbed of your money - this is reinstated at the end with the statement "Pirate Videos - Day Light Robbery"

Don't Touch The Hot Stuff: 2004


This is another campaign by  FACT which also used a shock factor. The video has 'hell' like themes and warns the viewer that 'the pirates are out to get you'. The devil like man continues to use a hot brand to destroy videos and CD's whilst a voiceover states that piracy funds terrorism. Unlike 'The Market' I do not think this would be suitable for children - and is aimed at an older audience. This was also placed on Videos.

You Wouldn't Steal A.. (2004)



This campaign parallels the stealing of personal items to piracy and the stealing of a persons intellectual property. This campaign shows a young girl downloading a film illegally - so this could be aimed at a younger audience compared to the other two.

Knock Off Nigel (2007)

This campaign veers away from the shock factor commonly used in anti-piracy campaigns and more steers towards making the person buying pirated DVD's cheap and embarrased.

The last Cinema: 2011



This ghostly campaign shows that piracy is killing the film industry, and if it continues, cinemas will be closed, and films will not be made anymore.

Analysing Cross Media Campaigns - RSPCA 'Voices'

RSPCA 'VOICES' TV CAMPAIGN

                                                                  RSPCA - 'Voices'

RSPCA VOICES WEBSITE

This campaign is run by the RSPCA - a charity which aims to help animals. The campaign is about helping mistreated animals, and to give them a voice, even if they can't ask for help themselves. This campaign is a charity advert, as the RSPCA is a charity - and we can tell this because on the website there is a box to donate in order to help the animals. This campaign is emotive and the aim is to make you feel sorry for the animals featured, which will encourage you to donate money and help the charity. I think the specific target audience for this campaign is from around 30-50 year olds, possibly older as people of this age will have more money to donate than for example, teenagers.
We can tell the specific target audience from the font, harsh and quite depressing tones to the campaign - this is not aimed at young children - as they can't donate money anyway, and probably don't own their own cat/dog.
Rhetorical questions are used consistently throughout the campaigns - "WILL YOU ANSWER THEIR CRIES FOR HELP?" -  this directly addresses the audience to make them feel that they personally should help these animals - and they're more likely to donate. The animals are all looking into the camera and this draws the audience in.
The products are all linked by the animals used, font style and depressing themes to the campaigns, they are all obviously for the same cause, and by the same company.
I think this campaign is really effective, as someone that loves animals - I would feel inclined to help them.
The video campaign would probably be shown around 8/9/1 pm - times where the audience would be predominantly adult - the target audience. The poster campaigns may appear in magazines like  Closer, Take A Break etc.
This campaign is still running.

What is the BVA and Industry Trust?

BVA

The BVA was Established in 1980 to represent the interests of publishers and rights owners of pre-recorded video entertainment.

Video entertainment is critical for the cultural and economic success of the UK's audiovisual sector.

The BVA's members account for some 90% of this £2 billion+ industry and include film and television companies and independent labels which produce, license and distribute film, sport and fitness, music video, TV, children's and special interest programming.

They represent the industry’s interests collectively to: the public, the media, Government and other industry organisations.

Industry Trust

Industry funded, their aim is to address the ongoing challenge of film and TV copyright infringement by inspiring audiences to value great movie moments and choose to watch film, TV and video via legitimate sources. 

What is FACT?

FACT

The Federation Against Copyright Theft is the UK’s leading trade organisation established to protect and represent the interests of its members’ Intellectual Property (IP).

Established in 1983, FACT works closely with statutory law enforcement agencies to combat all forms of piracy and members include global and UK film distributors, TV broadcasters and sport rights owners.

The creative industries support 1.68 million jobs in the UK and account for over 5% of the UK economy. FACT’s work is vital to ensuring that this important engine of the economy continues to flourish.

FACT’s role in successfully detecting and targeting those involved in crimes impacting on its members requires the ability to foresee and be aware of the technological changes that are constantly occurring. The criminals involved are often the pioneers of these developments. These individuals are adaptive and quick to take advantage of the ever changing landscape, and develop methods for stolen content to reach a wider, global audience.

In recent years, FACT has witnessed a significant shift away from the distribution and sale of infringing film content in DVD format. Illegally acquired content can now be accessed through websites which offer direct downloads, file-sharing or streaming.

FACT works in three key areas:

• Online piracy in all forms – with a focus on those distributing large volumes of illicit film, TV, sports and other media.

• Hard goods piracy – organised criminal networks operating in the UK (and worldwide) are still generating substantial illegal profits from the distribution and sale of pirate DVDs, decoder cards and devices

• Source piracy – Prevention and detection of illegal recording in cinemas (over 90% of the counterfeit versions of movies originate initially from a copy recorded in a cinema) and targeting of groups obtaining and distributing other IP online

FACT works closely with Police, Trading Standards, HM Revenue & Customs, UK Border Agency, National Crime Agency and other agencies in the UK and globally. FACT also has a close association with other industry enforcement bodies.

Ideas for Anti-Piracy Advert

Analysing Cross Media Campaigns - NSPCC

All Babies Count NSPCC campaign

The 'All Babies Count' campaign was released by the NSPCC in November 2011. The campaign is about giving support to parents with babies. This is a charity campaign, they are not asking you to buy anything, but are just trying to get their point across.The aim of the campaign is to support and educate parents about babies and how to care about them. They want the audience to share around the video in order for it to reach more people, and educate them. The specific target audience is parents so from ages 18 - 40 as this is roughly the time period when families are most likely to be started. I know this, because on the poster there is an image of  a woman - maybe in her 30's) holding a baby against her face. You can not see the woman and this is most likely so that the only attraction is the baby - as this is what the campaign is about. The woman looks like she's caring for her child well - which conflicts with the theme of the campaign.

The campaigns  have a very similar house style - the green NSPCC logo, and the slogan "cruelty to children must stop. FULL STOP." is featured on all of the advertising platforms. The green, black and white is normally associated with the NSPCC. The adverts also include the title of the campaign - "ALL BABIES COUNT" - this is included in all of the advertising methods so we can easily distinguish that these adverts are all for the same campaign.

The fact that the campaign slogan 'all babies count' is in capital letters and bold writing states the seriousness of this campaign, whereas in previous campaigns there has been a slightly less heavy feel to them. Neglection of children/babies is a serious topic, and this has to be made apparent in the adverts.

I think that the posters would be placed in magazines like 'OK' and 'Take A Break' which are generally aimed at lower class women. The campaign is aimed at helping women both mentally, physically and financially - the financial aspect is suitable for this class of women - people buying magazines like Vogue are more likely to be more financially stable as the advertisements featured are for designer and  expensive brands - not items that those needing financial support should be buying.
The TV campaign may be placed before/after programmes like Eastenders/Corination Street - soaps that have a prominently female audience - as the campaign is aimed at females.

I believe the campaign started in 2011 and may still be in process.

Campaign Research

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Initial Research

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Introduction to Campaigns

Google defines the word 'Campaign' as "an organized course of action to achieve a goal" - but this is very vague, and does not cover the different methods and types of campaigning and the age range targets  that are used.

For example;

- A campaign for an election or vote (targeted at 18+ as this is the minimum age to vote from)

- Public Safety (anti speeding etc) - targeting age here is difficult depending on what is being campaigned against - so speeding would be at 17+ whereas looking before you cross the road may be targeted at younger children.

An example of a public safety campaign would be DOE's anti speeding advertisement campaign which was released in 2007 and was aimed mainly at males from the age of 17-24.

-Charity - asking for donations to help the charity that is being campaigned for - who this is targeted at also varies depending on what the charity is in aid of. 

An example of a charity campaign would be the NSPCC's campaign 'The Underwear Rule'. This was a campaign to help children understand that privates are private etc.

Political - Also comes under the category of elections voting/ but campaigns to help people and get an important political message are also involved here.

An example of this would be the Labour Party's 'Airbrushed Cameron' campaign. This included a picture of an airbrushed David Cameron to show that not everything you see is what you get.

These are all different methods but largely use the same sort of advertisement for their campaigns - for example posters/adverts/leaflets/websites/ to get their message across. 

In order to attract an audience to these campaigns a number of techniques are used - for example threat,shock, catchy music/slogans, and well known or famous people. These are all things that will make the campaigns memorable and believable and the desired outcome is to get the audience to agree with the campaign and help with the cause.

Analysing cross-media campaigns

Road Safety Campaign Film HD - teen-anti speeding UK

This Campaign is run by Drive Smart. The campaign is anti-speeding and also about  not giving in to peer pressure and being controlled by your friends into doing the wrong thing whilst driving.

The campaign starts off with a group of friends talking about what they're going to watch at  the cinema, and that they need to hurry up to get there on time. At this point the boy called Alex tells them he doesn't want to drive. Ropes start tying themselves around his wrists and he resembles a puppet (because he is being controlled into doing what his friends want). The puppet strings make him start driving the car, and when his friends tell him to speed up, he is forced to do so. Alex is going so fast he crashes, and there is a cut scene to Alex laying in a hospital bed, with (supposedly)  his girlfriend sitting next to him saying sorry. The scene then fades to black and the 'DRIVE SMART' logo appears with the slogan 'CAN YOU STAND UP TO YOUR MATES? BE STRONG - DON'T SPEED.'

I believe that the main aim of the video is to stop teenagers from being controlled into doing anything they don't want to do whilst they are driving. I could not find any other products as I think this is quite old - but looking at the slogan I'd say that the house style is black and yellow.

I think this campaign would be placed before/between/after programmes like Misfits/Skins/Glue etc because they are typically programmes that get a large audience from teenagers.

The Campaign was Published around March 2010.