Creative Content UK has appointed three agencies to support its new campaign to promote accessing content legally online.
Weber Shandwick, Atomic London and ZenithOptimedia will work on delivering an education programme targeting 16-24 year-olds, their parents, those responsible for home internet connections, as well as those who influence attitudes towards accessing digital content.
The educational campaign aims to educate young people on the importance of sourcing music, plus TV and other media, from legitimate sources.
Janis Thomas, Creative Content education project manager, said: ‘We are delighted to have three highly experienced agencies on-board to help us create disruptive and engaging multi-media campaigns that will connect with the aspirations of young people.
‘This behaviour change initiative is vital to the success of the sector and will ensure that we can continue innovating and taking risks on new artists and ideas.’
Creative Content UK is a new partnership between content creators and Internet Service Providers (ISPs) to promote copyright and access legitimate online. It is jointly funded by the Department for Business, Innovation and Skills, the Department for Culture, Media and Sport and the Intellectual Property Office material.
Weber Shandwick, Atomic London and ZenithOptimedia will work on delivering an education programme targeting 16-24 year-olds, their parents, those responsible for home internet connections, as well as those who influence attitudes towards accessing digital content.
The educational campaign aims to educate young people on the importance of sourcing music, plus TV and other media, from legitimate sources.
Janis Thomas, Creative Content education project manager, said: ‘We are delighted to have three highly experienced agencies on-board to help us create disruptive and engaging multi-media campaigns that will connect with the aspirations of young people.
‘This behaviour change initiative is vital to the success of the sector and will ensure that we can continue innovating and taking risks on new artists and ideas.’
Creative Content UK is a new partnership between content creators and Internet Service Providers (ISPs) to promote copyright and access legitimate online. It is jointly funded by the Department for Business, Innovation and Skills, the Department for Culture, Media and Sport and the Intellectual Property Office material.
