A multi-million pound marketing initiative will be launched in the UK next month in another bid to combat copyright piracy. The campaign, being organised by the Industry Trust for IP Awareness (a cross-sector organisation, though whose past work has centred mostly on film piracy), aims to attach a social stigma to copyright theft of all kinds.
The campaign, which will include media advertising, and outdoor and ambient marketing, will take a light-hearted approach to changing public opinion and will centre on a "shabby" character called Knock-off Nigel who buys "knock-off" DVDs at the pub, illegally downloads music, and generally grabs what he can for free.
Liz Bales, Director General of the Trust, says that the campaign will take a "slow burn" approach, with the aim to change opinions towards copyright theft over a three year period. Billboard quote Bales as saying: "We really need to drive a new message to consumers. We've had some success in raising awareness... but there's still a huge amount that needs to be done. And we know that lecturing and hectoring people can make them switch off, so we hope to connect and involve them through irreverence and humour".
Hmm, dealing with serious issues with irreverence and humour. Where did I see that before?