Creative Content UK: Get it right from a genuine site

Creative Content UK, an industry-led initiative, launched the 'Get it Right From A Genuine Site' campaign in the UK to reduce online piracy by encouraging 16-24 year olds to get their entertainment from genuine sites.

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...

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