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5 th Global Congress on Combating Counterfeiting and Piracy 1-3 December 2009, Cancún (Mexico) Catherine Jewell Senior Information Officer World Intellectual.

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Presentation on theme: "5 th Global Congress on Combating Counterfeiting and Piracy 1-3 December 2009, Cancún (Mexico) Catherine Jewell Senior Information Officer World Intellectual."— Presentation transcript:

1 5 th Global Congress on Combating Counterfeiting and Piracy 1-3 December 2009, Cancún (Mexico) Catherine Jewell Senior Information Officer World Intellectual Property Organization (WIPO) Raising Awareness of the Full Economic & Social Costs of Counterfeiting & Piracy

2 Piracy: the traditional approach MPAA / MPA-I / FACT UK

3 Last years model Piracy its a crime MPAA PSA

4 often seen as unbelievable, or irrelevant instilling fear can be counterproductive; or simply filtered out negative emotions: can help raise focus attention on a problem, but less effective in achieving behavioural change Disadvantages of this approach

5 Relevant, clear, simple & realistic messages Highlight proven personal & social consequences of piracy: –Focus on individual, real people; bring the audience close to the victims of piracy A fresh look at the problem

6 Piracy: its not just the big guys who are getting hurt Filmmaker George Miller

7 What are you really burning? Kenny anti-piracy PSA

8 A positive response 63% of Australians less likely to access pirated movies once they are aware of the adverse effects on the film and television industry – and threat to jobs year olds are most likely to change their views Study: 1,000 cinema goers aged between 13 and 54 (Neilson NRG, May 2009)

9 You make the movies

10 My Precious trailer

11 …is getting the message across 51% had seen one You Make the Movies trailer, just under 40% had seen more 1 47% of the audience said it made them feel more positive about the film industry 1 Key take-out: We as cinema-goers need to take some responsibility 1 67% would be more likely to buy the original if they knew their money helped to support future film production 2 Study 1: 16-25/30 year olds, 42% of which had recently been involved in copyright theft (Q2/2009) Study 2: YouGov survey of 2015 adults, results relating to the age group (Aug/Sep 09)

12 Connected to British Film & TV

13 Framespotting

14 A different strategy

15 Piracy: everyone loses Kenyan filmmaker John Maina

16 From piracy to counterfeiting New York City Comptroller / IACC

17 Counterfeit medicines: Pharmacide For further information:


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