Presentation Script

The script

(Opening slide)

Max: Hello we are the piracy busters and we are working for copyright heroes.

(New slide showing our target audience)

George: Since we last spoke to you  nothing has changed, we still have kept our same target audience which is simply male teenagers between the ages of 13-18.

Shai: However we have been able to explore and find out more about our target audience. We know that most teenage audiences enjoy comedy films the most, this then helps us as we know that we need to implement comedy into our campaign somehow.

Max: However in order to find out if the campaign we are going to do is successful we are going to need to do some sort of survey.

(New slideshow the survey questions we are going to ask)

Shai: To make sure that this survey is the most use it can possibly be we are going to make sure only males in between the ages of 13-18 answer the questions.

George: This will then give us an accurate representation of how good the campaign actually was. The questions that will be used, will be, Did you find the campaign TV advert engaging? Overall as a whole did the campaign have any effect on you? and Did this campaign actually stop you from illegally downloading and streaming TV shows, music and movies?

Max: The last one is obviously the most important one as if it hasn't stopped anyone from actually watching them then the campaign has failed as it hasn't reached our main goal.

(New slide showing our logo and slogan)

Shai: This then brings us to our slogan and logo. Our slogan will be “who you gonna call”.

Max: this is a very clever slogan as it is the same as the film the ghost busters which sounds very similar to piracy busters. The reason why this is good is because hopefully our target audience will understand this reference. It also has a comical twist, which our target audience will enjoy.

George; By them finding it amusing, it would help them to relate to our campaign which would hopefully in the end stop them doing the illegal activity that they currently do.

Shai: This then brings us to our logo for our organisation. It is a very simple logo but we do hope that it will be very effective, as it shows the colour red this normally symbols danger or at the very least something that should be avoided at all costs.

Max: The fact that this colour red  is surrounding piracy illustrates that this thing, piracy, should be avoided at all costs this is good as we hope it will deter people from downloading.

George: Also it will be very easily recognisable when put on posters or leaflets as it will be easily seen.

(New slide the products that we will make)

Shai: This then brings us the 3 products that we going to make. We have decide we are going to make an advert which will involve us making 4 30 second long videos which we would record ourselves and then edit.

Max: Also we would create 2 posters and a leaflet. However this would be independent work as we would have to make them individually. These have not yet been made and therefore we can not show you an example. This would mean that we would have 6 leaflets and 3 posters.

George: We would make sure to have a large comedy aspect in our TV advert, this is because teenagers will find it amusing and it relates to film genres they like. this will make our advert far more useful.

Shai: We will make sure to use the same name on all of these as well as using similar colours in order to make it very clear that all the leaflets and posters all link to each other which will then make sure people know exactly what are campaign is.

Max: The products will be effective on our target audience because posters are so big and in your face they will definitely catch our audiences eye which will then mean they will have to  read them and learn the effects and what happens when piracy occurs on massive scale.

George: We hope to show our target audience what effect they are having on the music and film industry and hopefully this will prevent them from illegally downloading and streaming music and films.

Shai: Thankyou for listening, are there any questions?

Final Campaign PowerPoint

Copyright & Piracy PowerPoint

The Video of Our Copyright Heroes Presentation

Research into Campaigns and Piracy

Research into Campaigns and Piracy

Introduction to campaigns

Campaigns are a way of raising awareness about a cause that an organisation are trying to raise awareness or money for. For example, THINK! are trying to raise awareness for stopping road accidents.

Conventions of campaigns
The main thing an organisation needs to make a good campaign is a strong advertising campaign. The NSPCC would have big billboards and other public poster of their cause. They would also have television adverts and radio adverts so they can give you information where ever you are. They will also put adverts in magazines. Any way for a campaign to get itself seen or heard will be used in one way or another. The main convention is advertisement.

Copyright campaigns

• Home Taping is Killing Music-launched in the 1980's
• Piracy is Theft-launched in the 1980's
• Don't Copy That Floppy-launched 1992
• You Can Click, But You Can't Hide-launched 2005
• Defective by Design-launched May 2006
• Operation Red Card-took place from May to mid-June 2006
• Knock Off Nigel-launched 2009
• Open Genealogy Alliance-launched March 2, 2011

Why is file sharing a problem?
File sharing is a problem because it destroys the industry in which you are involving yourself with piracy. For example,  if you buy an illegal film from a dodgy market, then you aren't giving the money to the film industry. The money you use to buy the  film can in some way go towards either the sequel of the film, or a completely new project altogether. It the fact that these movies are so easy to see without being payed for. Dodgy markets sell all the latest films and obviously the hundreds of websites that there are. People can just click on any old site instead of going out to get it for themselves. The main people who do this are teenagers. They think that it is pointless to go out and buy the film if you can just find it on the internet for free, so they are the main cause of of this problem are teenagers.

Campaign analysis
I am going to analyse the campaigns for  THINK! and NSPCC.

First of all, I'm going to talk about THINK!, a campaign devoted to the safety of the public around roads. The main way that THINK! get their point across is by using adverts, they use adverts on TV, radio and in magazines. They also use big and public places, such as bus stops and billboards. They use shocking images and shocking slogans on their adverts to get a viewer to look or watch one of their adverts, but if it's on the radio then they'll use sharp and loud noises of cars crashing. This shock factor makes the viewer see the absolute worst in car and road accidents and will make them be cautious around the road, whether it's learning to cross a road safely, listening to music when crossing a road or looking both ways twice at a junction to watch out for cyclists and motorcyclists. The main target audience isn't specific with THINK! because road safety applies to everyone. Learning to cross a road for the younger children, acting safely around the road (listening to music, crossing safely) for the teenagers and car safety for the adults.

Next I'm going to talk about the child abuse campaign NSPCC. This campaign is determined to stamp out child abuse all around the UK. Just like THINK!, NSPCC use adverts to get their point across and like THINK! they put them on rather public places. They put their adverts on TV, radio and in magazines. They also have them on bus stops and billboards too. They don't tend to use the shock factor like THINK!, but they do use images and slogans that will make you feel sorry for the kids that get this awful treatment. They have photos of sad and dirty children crying or just looking unhappy, then they would put the slogan like 'Don't turn away' to make the reader feel like they should have to do something to help. It's a persuasive technique that really works. The main target audience for these posters and adverts is mothers. Mum's will look at these adverts and think 'what if that was a child of one of my friends, I should do something!'. Women are an easy target because it is easy for a woman to feel sorry for someone.

Anti-copyright/file sharing campaigns

The two campaigns I am going to analyse will be the Knock-Off-Nigel campaign and the You Wouldn't Steal A Car campaign.

The main aim of the Knock-Off-Nigel was to make people stop using pirate DVD's. They did this by including a song in their advert which had the message that if you used pirate DVD's, then you are a bad and cheap man. The main way that they got the word out about their cause was that they made a TV advert. This advert appeared on TV, DVD's and in Cinemas before the movie. These are the perfect places to put the adverts because you are watching a film when it is on, so the advert is targeted to all of the people watching. The main target audience for these TV adverts are people who tend to watch films with pirate DVD's or pirate websites. This is obvious because they are trying to stamp out piracy. It was on quite a lot of famous DVD's, so success grew. It was rather successful as a campaign. The persuasion in these adverts was to draw people away from buying the pirate DVD's, so they made out that Nigel was cheap, sad and bad for doing all of these bad things. He gave his girlfriend a watch he found on the street and bought pirated films, they want to make the viewer feel like this is how people feel about people feel about you watching pirated films. If it makes you feel bad, then you'll stop or won't start watching pirated films.

The next campaign I will talk about is the You Wouldn't Steal A Car campaign. The Motion Picture Association of America (with the Intellectual Property Office of Singapore) started the campaign in 2004 and it is still on almost every DVD that you watch, it has also been parodied on the internet and on famous show like The IT Crowd. This is the most famous advert campaign that is against piracy and it has been very effective. Like the other campaign, the aim is stamp out piracy for good, and the fact that it is so well known must mean that it has been effective. The word has got out and that was the companies aim, to get worldwide recognition, and it has. The target audience is for more of a teenage audience because in the advert, the person that is on the computer downloading a new film is a teenage girl. The criminal acts shown are to make the reader get that piracy is on the same crime level as all of these things, it is still stealing and this is meant to scare the teens into not doing it. It is a good persuasive technique to draw the person away from piracy because it seems like such an extreme crime when you go into detail, this should persuade people not to do it.

Information about...

FACT

• FACT stands for the Federation Against Copyright Theft.
• It is the UK's leading trade organisation established to protect and represent the interests of its members Intellectual Property (IP)
• FACT was established in the year 1983.
• They have a thirty second page that comes up on almost every DVD, this tells you about what happens when you buy pirate DVD's and the consequences.
• They also had messages on video cassettes, and had TV adverts about the dodgy market. 

BVA

• BVA stands for British Video Association.
• This organisation was introduced in 1980 and is still going today.
• The BVA includes members from the BBC and Hollywood Studios.
•  In 2003, the BVA reported a 61% increase of DVD sales alongside a tripling in illegal downloading of film and TV files.

Industry Trust

• The Industry Trust for IP awareness is the UK film, TV and video industry's consumer education body, promoting the value of copyright and creativity.
• It was set up by the UK video industry in 2004 and was joined by retailers, film and television industry to help promote the role of copyright in the creation of film and television content.
• The Industry Trust is funded by more than 30 member organisations from across the film and television sectors, ranging from film studios to retail outlets.
• A recent campaign that they have used is the 'You Make The Movies' campaign. This was a trailer that thanked the British public for buying cinema tickets, genuine DVDs and authorised downloads.
• The series of the trailers used for this campaign acknowledged the role that the public plays in helping the funding for future film production.

Analysing Cross Media Campagins

Analysing Cross Media Campaigns

Who is running the campaign?

The NSPCC

What is the campaign about?

The campaign is about abuse in the UK towards children. Child abuse is at an unexpected high number and the NSPCC is trying to pin-point the problem and stop it.

What type of campaign is it?
The NSPCC is a charity organisation. We know this because charities ask for money to help stamp out the problem they are trying to get rid off, this is the same with NSPCC.

What do they want the audience to do?

What they want the audience to do is donate and help the charity they let them do this in different ways.You can go onto their website and donate an amount of your choice. You could also join in on one of their events, you can join in on one of their races and get yourself sponsored. All the money raised would go straight to their work. You can volunteer your time to join in with the NSPCC. Or you can simply start a fundraiser, you can do a bake sale, a coffee morning, anything just raise money and awareness for NSPCC.

Who are the specific target audience?
The main way that campaigns like the NSPCC advertise their views is through television and magazines, mainly in magazines about real life traumas. They'll be a story about how somebody was beaten by somebody else and then if you keep going, there will most likely be an advert. The people who are most likely to read this are woman, mainly mothers. So that is the specific target audience, mothers. They know that mothers would have a soft spot for these poor children because they would just imagine that if it was her child, she would put a stop to it. This way they can get money out of the mothers because the NSPCC know they will help.

How does the media product 'speak' to the audience?
On the advert for the NSPCC, they have a more persuasive type of speaking. As if they are telling the audience to help this poor and helpless boy or girl by calling the hotline or visiting the website. Phrases like 'Don't wait until you're certain' and 'Don't talk yourself out of it' sound like somebody is saying 'you should tell somebody about what might be going on. It could be nothing but don't wait until certain, there might not be much time'. There slogan is also very demanding, 'Cruelty to children must stop. Full Stop.'. This is as if to say that they need your help, if they said a line like 'Don't talk yourself out of it' then said that afterwards, you'd feel like you want to help. That is why their campaign is effective, they are demanding and direct, it works well to poke holes in guilty mothers.

What media products are used in this campaign?
They use many different of public advertisement to spread the word on their cause. They use methods like:

• TV Advertisements on a lot of different channels. On freeview and on Sky channels.
• They may have adverts on the internet too. On websites that are related, for example, the Take A Breaks magazine website.
• They can have public advertisement, on places like billboards, bus sides and bus stops.
• They could also have adverts of their campaign in related magazines and in the general newspaper. 

How can the public tell if these adverts are from the same campaign?
A campaign as big as NSPCC has to be noticeable and recognizable. The things that NSPCC put on all of their posters are:

• Firstly, the campaign is about beaten and abused kids. There will usually be a picture of a child who either looks unhappy or beaten. Once you see an image like that, you know it'll be NSPCC.
• They'll obviously have their logo on it. NSPCC will be on every single one of these poster and adverts.
• They have a distinct use of the colour green, that is very recognizable for these sorts of adverts.
• They have their help line, text number and web address.
• They always have some sort of slogan or phrase to help persuade the audience to tell if they see anything.

What persuasive techniques are used in these adverts and how are they effective?

A good way of being persuasive in adverts is by talking directly to the audience, 'If you spot anything bad happening, please tell us'. This will make you think if you have seen anything bad and if so, then you will call them up. They also say the word 'please' a lot, it doesn't seem like much, but saying please does help. If somebody asks you to do something and then said please, you would do it because they asked politely and nicely. It's the same in persuasive advertisement. The last big factor is putting the faces of the kids that are in need on the posters. This helps send the people looking at it into a small guilt trip, saying things like 'my small 5 pound donation can help a child like that'. It helps play with the readers mind.

Where would we see these adverts?

These adverts would be placed up nice and big on billboards and bus stops so a lot of people can see them. They'll be on TV adverts during shows where mothers are watching. For example, Coronation Street, Emmerdale and Downton Abbey. They'd be played on radio stations that mothers would listen to, Magic FM and Hearts FM. They'd also be put in gossip magazines that mothers read, anything that the mothers can see, then it'll be read.

How long has the campaign been running for?

The NSPCC was founded in 1884 and their vision of making this nation a child abuse free land still stands strong today.

Campaigns

Campaigns

What are Campaigns?

Campaigns are when a group of people come together to fight for or against a certain cause. For example, the NSPCC are an organisation that campaign against child abuse. They try and get donations and gain the support of people all around the UK so that their word can be heard on the wrong doings of child abuse.

What Methods of Promotions Are There?

The aim is to try and catch the attention of the general public about their cause, so they would have to use some very public advertising techniques. To catch people when they are outside, they could use billboards, bus stop advertisements and they could also put their advertisements on the sides of buses.
For when people are inside they could use other ways of advertisements, such as TV adverts, radio adverts and newspaper and magazine adverts.

Types of Campaigns
The different types of campaigns contain:

• Commercial
• Charity
• Pressure Group
• Political

Some Well Known Campaigns
There are many campaigns that help the lives of certain people. They may be saying to save beaten children or to say the harmfulness of things like smoking and drinking. The main companies that do this are the NSPCC and the NHS. There are also political campaigns for if a person would like t become a prime minister or a president. One of the most memorable was the Barack Obama campaign of 2008. The red, white and blue poster that were put up were very recognizable. The other major campaign is the road safety organisation name Think. They put adverts on TV, Radio and Newspaper. They also have posters up in very public places.

Advertising Techniques
Their are good ways of getting your campaign seen and talked about. For example, you can have a shocking advert to catch the attention of the watcher. They may be able to have a catchy jingle, these things help catch the attention of the public. This will get them talking about your advert and therefore your product.

What Is Meant By...
Copyright: A legal bonding between a creator and his product for a fixed number of years. This is mainly used in film, music and TV.
Intellectual Property: Intellectual Property is a term that refers to an original creation/design/idea that belongs to a person or group of people. Four main types of Intellectual Property are; Design, Copyright, Trademark and Patent.
File Sharing: The practice of making computer files available to other users of a network, in particular, the sharing of music and video via the internet.
Digital Piracy: This is when copyrighted music or film is used without the creators permission.

How Are Young People Involved With Piracy?
Nowadays, it is very easy for young people to get involved with piracy. There are different types of very common piracy methods, but the main ones are; music piracy (Limewire and YouTube Converter were two very well used music piracy sites) and film piracy (PirateBay was a very big source of film piracy). Due to sites like these being so easy to find, why would kids want to spend their money on DVD's when they could be spending it on clothes or nights out. They just have to log on and click. No money, no hassle.

What Methods of Piracy and Illegal Sharing Are There for the Various Media Forms?
For music, there are various sites that you can either share your music with other people by taking a file and placing it on the website, or you could rip it straight from a website. YouTube Converter is a site that takes the audios from music videos and turns them into MP3 files, with these files you can download the content and then it'll be on your computer. Simple as that!
With film it's slightly different. The original owner of the film can take it of a disc that they already have and store it on to their computer, then they could then put it onto their own piracy site where people can watch it. You could also rip the film onto separate discs and sell them at a dodgy market and make a profit. Another way of getting the new films is going into a cinema with a video camera. With this you can film the movie and then take the footage and put it onto your computer. Then you can rip it off onto separate discs and sell them at the market. They know that they will make money because a lot of people don't want to pay for the really expensive cinema ticket prices.

Why is File Sharing/Illegal Downloading Wrong?
File sharing and illegal downloading of film is wrong because the effects of it will destroy film making altogether. The money made from cinema and DVD sales will help the production company make a sequel to the film that you love or kick start a new project altogether. Without that money a new product that you have been looking forward to will be ruined by the lack of funds. Special effect, SGI, advertisement, top of the range actors/actresses, top directors, top production staff, good equipment and all the inbertween. Without money, the movie industry would loose all these things and more. Without this money, there will be no movies.

Piracy and Copyright in News

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