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.