UK's Industry Trust for IP Awareness (ITIPA) has launched campaign to persuade so-called “Generation Y-Pay" users to stop pirating content by telling them that illicit downloads has been afflicting their favourite stars.
This time the campaign is being backed by some well-known celebrities including ‘Stock and Two Smoking Barrels’ star Nick Moran and EastEnders actress Tamzin Outhwaite.
The campaign, dubbed as “Connected to British Film and TV, will be replacing the erstwhile “Piracy is a crime” trailers that feature at the start of several DVDs rented or sold in the UK and compared piracy with street crimes including stealing a car, or a handbag.
Poised to appear on TVs and cinemas soon, the new ad campaign will encourage people to pay for content as this will fuel future investments in the field of films and TV productions. This will further be supported by an online campaign calling for people to extend their support for the UK film industry.
Liz Bales, ITIPA’a director general said: “With the digital revolution set to open up access to more unauthorised film and TV content, it is going to be more important than ever for people to understand the positive connexion they have to the British creative industries, such as film and TV”.
It is an excellent initiative from the ITIPA which is swapping the "criminalising" aspect of its marketing campaign to a more subtle, more moralising attitude. The problem is that Generation-Y is a stubborn bunch and that it will certainly take more than mere messages to change their habits.
(New Media Age)