5th Global Congress on Combating Counterfeiting and Piracy 1-3 December 2009, Cancún (Mexico)

Catherine JewellSenior Information Officer

World Intellectual Property Organization (WIPO)

Raising Awareness of the Full Economic & Social Costs of

Counterfeiting & Piracy

Piracy: the traditional approach

MPAA / MPA-I / FACT UK

Last year’s model

“Piracy it‘s a crime“ MPAA PSA

• often seen as unbelievable, or irrelevant

• instilling fear can be counterproductive; or simply filtered out

• negative emotions: can help raise focus attention on a problem, but less effective in achieving behavioural change

Disadvantages of this approach

• Relevant, clear, simple & realistic messages

• Highlight proven personal & social consequences of piracy:

– Focus on individual, real people; bring the audience close to the victims of piracy

A fresh look at the problem

Piracy: it’s not just the big guys who are getting hurt

Filmmaker George Miller

“What are you really burning?”

“Kenny” anti-piracy PSA

A positive response

• 63% of Australians less likely to access pirated movies once they are aware of the adverse effects on the film and television industry – and threat to jobs

• 13-17 year olds are most likely to change their views

Study: 1,000 cinema goers aged between 13 and 54 (Neilson NRG, May 2009)

“You make the movies”

“My Precious” trailer

…is getting the message across• 51% had seen one “You Make the Movies” trailer, just

under 40% had seen more1

• 47% of the audience said it made them feel more positive about the film industry1

• Key take-out: We as cinema-goers need to take some responsibility1

• 67% would be more likely to buy the original if they knew their money helped to support future film production2

Study 1: 16-25/30 year olds, 42% of which had recently been involved in copyright theft (Q2/2009)

Study 2: YouGov survey of 2015 adults, results relating to the 18-34 age group (Aug/Sep 09)

Connected to British Film & TV

Framespotting

A different strategy

Piracy: everyone loses

Kenyan filmmaker John Maina

From piracy to counterfeiting

New York City Comptroller / IACC

Counterfeit medicines: Pharmacide

For further information: outreach@wipo.int