Creative Content UK, the initiative between content creators and Internet Service Providers (ISPs) to reduce online copyright infringement, has appointed Weber Shandwick to deliver an educational campaign.
Weber Shandwick will lead an integrated consumer, corporate and social PR campaign, with activities scheduled to start later this summer, to target 16-24 year-olds, their parents, those responsible for household internet connections, as well as others who influence young people’s attitudes to accessing music and film content.
Creative Content UK is working with Atomic London on advertising creative. Media planning and buying will be directed by ZenithOptimedia.
Janis Thomas, education project manager, Creative Content UK, said of the appointment: “We are delighted to have three highly experienced agencies on-board to help us create disruptive and engaging multi-media campaigns that will connect with the aspirations of young people.
"This behaviour change initiative is vital to the success of the sector and will ensure that we can continue innovating and taking risks on new artists and ideas. We aim to inspire individuals to make a personal commitment to the future of the UK creative industries and to the creation of music, film, games and other entertainment, which they love so much.”
Creative Content UK will measure the impact of the education campaign in a number of ways, including using analysis conducted by Ipsos MORI. The market research company will will help the initiative to assess levels of illegal consumption and correlating engagement across legal platforms, as well as attitudes towards the value of content and awareness of the programme as a whole.
The four largest ISPs in the UK- BT, Sky Broadband, TalkTalk and Virgin Media are on board with Creative Content UK as well as various other partners including the BBC, the Independent Film & Television Alliance (IFTA), the Musicians’ Union and UK Music.