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.