@getitright - Safeguarding the UK’s Creative Industries
An advertising and consumer engagement campaign to promote a new education initiative called Get it Right from a Genuine Site launches this weekend. Its aim is to encourage respect for the value of creativity in the UK and to boost consumer awareness and use of the wide range of legal sources of content available to them.
Get it Right from a Genuine Site – @getitright – represents a completely fresh approach to the issue of copyright infringement, and seeks to engage with younger consumers in particular in ways that are far more relevant to them. It marks the first time that content creators from the worlds of film and TV and music have, with the support of government as well as trades unions, retailers and other creative sectors including games, books, media and sports, come together with Internet Service Providers (ISPs) to promote the value of creativity and to reduce online copyright infringement.
Contributing almost £77 billion to the UK economy and promoting a dynamic vision of Britain around the world, it’s vital that the creative industries and their highly skilled 1.7 million workforce are valued and protected from copyright infringement so that even more can be invested in producing cutting-edge, original content for fans to enjoy.
The @getitright education campaign is adopting a different tone and approach to the anti-piracy drives of previous years that sought to dissuade infringing behaviour through aggressive messaging and the threat of sanctions alone. Instead, it aims to open the eyes of consumers who still access content from non-genuine sites to the positive impact of supporting UK creativity by inspiring and encouraging them to make the right choice – to see themselves in effect as investors in a creative process that will, with their full support, deliver even more of the content they love.
Spearheaded by a prime TV spot on ITV during Sunday night’s X Factor on October 25, the ads feature one character who chooses to use his device to access genuine content mirrored by another who does so from dodgy sites. The ad then shows how the cinemas, music outlets and games stores around the first character expand and flourish, filling both the physical and digital worlds with creativity and extended choice, while the environment that surrounds the other becomes grey, dull and devoid of the stuff we love. Ads using the same creative treatment will also run online, across digital OOH, in print, on radio and in cinemas over the coming weeks and months.
Alongside the standout animated TV advertising film, @getitright has launched a multi-city Street Art project to resonate with a new generation of young consumers that are passionate about the quality and authenticity of content. The Street Art project kicked-off in Birmingham last week with the unveiling of a six storey high artwork spray painted on the iconic Custard Factory; home to the city’s creative quarter. It represents the single biggest multi-city street art project to date in the UK. The 18 metre mural features hometown creative heavyweights including rapper, producer and musician Mike Skinner of The Streets, Academy Award Nominated actress for the Theory of Everything, Felicity Jones, up and coming rapper, singer and producer Lady Leshurr and iconic poet Benjamin Zephaniah. Street art murals are now planned for Liverpool, Cardiff, Bournemouth and Edinburgh in the coming weeks, with other sites potentially following.
Rt Hon John Whittingdale MP, Secretary of State for Culture, Media and Sport, said: “Copyright is the bedrock of the creative industries, which are worth £76.9 billion to the UK economy. From cutting-edge video games to box-office smashes, the continuing success and availability of our creative industries relies on customers making the right choice to access content legally. I am delighted that rights holders and internet companies have come together under the banner of Creative Content UK to educate consumers about both the need to properly reward creativity, and the threat that online piracy poses.”