Summary
Illegal online piracy amongst 16-24 year olds had been rising consistently for 2 years, and it costs the UK millions.
This campaign called Get It Right From a Genuine Site, based on rigorous data and insight, was creatively spot on. We used high value influencers and a meticulous paid, earned, shared, owned model to change behaviour amongst 16-24 year olds.
Piracy instantly and noticeably stopped increasing.
In fact, the stakeholder groups and the government are so invested in our approach working, they're now splashing the cash in 2021.
Background
Get it Right From A Genuine Site is a government-supported...