Creative Content UK launch new ad campaign highlighting the consequences of illegally downloading content
Creative industries alliance, Creative Content UK, has launched a new ad campaign encouraging consumers to support creativity by using genuine sites to stream and download.
Atomic London are behind the awareness campaign which has been part funded by the government and aims to shift consumer behaviour with the idea that downloading or streaming from illegitimate sites kills creativity.
The TV spot will launch this Sunday afternoon on Sky Sports 1 during the Liverpool vs Southampton Premier League match and later that evening during the X Factor. It will also run in cinemas, online and in print, along with radio ads, digital OOH and static outdoor executions.
Online copyright infringement is posing a growing concern within the creative industry owing to the developments in technology and heightened with improvements in broadband.
The animated ads use two opposing characters to highlight the consequences of illegally consuming content. One character uses legitimate means to access music and films and exists in a colourful vibrant world while the second character uses illegitimate means and watches as the cinemas, shops and advertising around him turn grey and empty. It attempts to portray the damage people are causing to the world around them by illegally consuming content.
Creative Content UK is a nationwide initiative between content creators and internet service providers including the Motion Picture Association (MPA), the British Recorded Music Industry (BPI), BT and Sky Broadband. The idea behind the alliance is to encourage the use of genuine content and inform people of how illegal streaming and downloads harms the industry.
This campaign is the first co-ordinated effort between the members with media planning and buying handled by Zenith Optimedia and PR activity by Weber Shandwick.
Geoff Taylor, chief executive of BPI and music industry spokesperson for the campaign, said the campaign wanted people to “understand the importance of supporting the films, TV, music, games, books, magazines and sports they love - and that by doing so they invest in creating more of it and the development of new artists and ideas. Our goal is to encourage everyone to get their music, TV, film, books, newspapers, magazines, sport and games from genuine services and to support UK creativity.”
Founding partner and executive creative director at Atomic London, Guy Bradbury, said the campaign wanted to do this differently because “the subject of illegal downloading creates such a polarising view amongst young people".
He continued “we’ve created a campaign that asks people to make a choice; whether they support the UK’s creative industries or not”