Moments Worth Paying For receives IP Champion Award
The Industry Trust For IP Awareness received the IP Champion Award at the Alliance For Intellectual Property's Summer Reception. Liz Bales from The Trust accepted the award in recognition of the 'Moments Worth Paying For' campaign. The Alliance’s IP Champion Award aims to recognise an excellent initiative or service which helps or promotes intellectual property.
Liz Bales, Chief Executive, Industry Trust for IP Awareness said: “We are very pleased to have received the IP Champion Award for Moments Worth Paying For. We’re incredibly proud of the campaign and to see its success acknowledged by the IP industry is hugely rewarding.
Over the past six years the target audience has had over two billion opportunities to see Moments Worth Paying For messaging, with an estimated media value of £49.3 million. The impact and sustainability of the campaign is thanks to the collaboration of our brilliant partners, this includes UKCA and its exhibition members, Digital Cinema Media and Pearl & Dean as well as Clear Channel and Primesight for kindly gifting us inventory. Also the members of the Industry Trust, who tirelessly source new and exclusive content to help drive anti-piracy messaging across audiences.
The longevity of the campaign has enabled us to build consistency and credibility with audiences, ICM research shows the campaign has proven influence in driving greater consumption of legal content from those exposed to the campaign versus those not exposed to the campaign. In addition the variety of executions pulls at different levers, yet consistently educates audiences on copyright and encourages them to respect the creativity of our industry.
The challenge of piracy continues to evolve as new technologies enable consumers to circumvent the pay walls of legal services on which our sector depends. Making the delivery of effective, sustainable campaigns more vital than ever. Our thanks to the Alliance for its essential work in championing the cause for IP.”
The Industry Trust has produced 33 innovative content-led education trailers for films ranging from Anchorman 2, Shaun the Sheep, to Magic Mike XXL, David Brent – Life on the Road, Eddie The Eagle, Star Wars: The Force Awakens as well as independent British titles such as Spooks: The Greater Good. The campaign encourages audiences to see films at the cinema, legally at home, or on the move.
Campaign evaluation is constant throughout and is key to ensuring we deliver the right message to the right audience, as well as value and media effectiveness for our membership. Campaign performance has improved year on year; in 2016 for every £1 spent, the campaign delivered an ROI of £55 and reached an audience of 3,000 – ending the year with just under £10m in media value.
All Moments Worth Paying For trailers can be found here
Notes to Editors
About The Industry Trust for IP Awareness
The Industry Trust is the UK film, TV and video industry’s consumer education body, promoting the value of copyright and creativity. Its consumer awareness programmes address the on-going challenge of film and TV copyright infringement by inspiring audiences to value great movie moments and choose to watch film, TV and video via legitimate sources. Industry funded, their work aims to engage three distinct audience groups: young people, 16-34-year-old men; and parents, providing extensive insight around audience attitudes and understanding of intellectual property. For more information on the Industry Trust’s work, visit www.industrytrust.co.uk.
About Moments Worth Paying For
Moments Worth Paying For is the UK’s longest running anti-piracy and copyright infringement education campaign. It was established in 2011 to educate specific target audiences, (identified through consumer research via the ICM tracking survey), fusing consumer education and film content to convey emotive messaging of shared cinematic experiences, inspiring consumers to value and respect the content they love, and nudge behaviours to encourage legal routes to access content. In the last wave of tracking survey 37% of the UK 16+ population have accessed unauthorised content.
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