‘Respect for IP’ Strategy Paper – draft for discussion

BackgroundThe infringement of copyright works remains one of the most significant barriers to the future of the UK audio-visual sector. Around one in three of the UK population regularly infringe content, rising to one in two 16-17 year olds. At ages 11-12 infringement is at 18%, increasing to 24% in 13-15, and rising to 54% in 16-17 year olds. A large proportion of those who infringe remain a valuable and important audience, their consumption of content from legal sources is significantly higher than audiences who do not infringe. Young infringers aged between 11-15 year old, index as the most frequent cinema-going audience. More than 50% would visit the cinema more if there were unable to obtain content from illegal sources.

Into Film (‘IF’) is tasked to deliver a UK -wide programme of learning through and about film providing 5-19 year olds with the opportunity to see, think, make and imagine. Developing a measurable Respect for IP and discouraging infringement, is a core deliverable for IF, with a target of engaging 1.6 million young people with Respect for IP messages across 4 years.

Industry Trust for IP Awareness (‘Trust’) is the UK film, TV and video industry’s consumer education body, promoting the value of copyright and creativity. The Trust is commissioned by IF to devise and support the implementation of a programme of activities to deliver a Respect for IP message and this document sets out a strategic approach to securing a measurable impact, and to reach targets IF has agreed with funding partner Cinema First. Recommendations from this strategy should be incorporated within the overall IF four year business plan, due to commence January 2015.

The objective is to affect an increased understanding and respect for IP amongst young people, scaled to reach totals of 500,000 young people by close of 2014/15, 500k by close of 2015/16 and 1.6 million by close of 2016/17*.

*Subject to further investment

The Role of EducationEducation and consumer awareness is recognised as a primary means of addressing infringement and reducing the negative impact it has on the sector. Programmes operated by the Trust have consistently demonstrated the ability of education to positively influence behaviour. Audiences exposed to the Moments Worth Paying For campaign show a significantly higher intention to purchase that those audiences not exposed, at a ratio of 1.85:1. Young people engaged with the Screenthing social community have shown an increased respect for the sector and a lower intention to infringe than equivalent groups not engaged on the platform.

The audio-visual sector has a long established record of delivering IP-related education resources. Its activities are complemented by initiatives progressed by broad range of sectors across publishing, music, games and sport. Much work is recognised to be of an exceptional standard yet recent evaluation has identified two key barriers to success: (i) low teacher engagement, driven by the absence of requirement to teach IP related issues and limited knowledge and / or awareness of the issues across the education establishment and (ii) the relative cost of delivering sustainable, scalable programmes.

There is the opportunity to learn from these activities, to amplify what has gone before and to partner with organisations to create a larger appreciation for IP. The ‘Copyright Education and Awareness Report’ by Mike Weatherley, ex-IP advisor to David Cameron, details the scope of work in this area and identifies a range of potential partners: http://www.mikeweatherleymp.com/wp-content/uploads/2014/10/11.pdf

Of note, the IPO has a remit to educate young people on IP rights and responsibilities and supports a range of successful programmes including the work of the Trust and IF; Creating Movie Magic.

Wider Government Context Creative Content UK is the education programme, funded by UK government, BPI and MPAA which is backed by a new voluntary code between ISPs and creative content owners, from AV, music, games, football and publishing industries, whereby notices will be sent to people whose IP accounts are used for infringement. Communications to set the scene for this activity are due to start in August 2015 to prepare audiences for when notices will be sent from January of 2016.

Messaging ApproachAnti-IP sentiment is highest in those aged 16-17 years old. Younger audiences, aged 11-15, are more open to ‘worth paying for’ and ‘supports the industry’ messages than the 16+ population and the ‘fair play/worth paying for’ comprehension is strong among 11-15s compared to the rest of the population.

It is important to engage young people early before infringing activity becomes ingrained. The messaging strategy is to inspire audiences to value content, empowering young audiences to make positive choices and enabling them to moderate their own behaviour, influencing the behaviour of their peers. Insight amassed over the past decade identifies three possible messaging routes which resonate with young audiences. The Trust can recommend a three-pronged message to help to convey the value of IP, resulting in young people’s respect:

1. ‘Play fair’ When young people become creators themselves, when they write a review or make a film, they inherently understand the principles of copyright in that they do not wish anyone to take their work, or claim credit for it. Creators then become the defenders of IP.

2. ‘Craft and Graft’ – When young people learn about all of the hard work that goes into the creation of AV content, they get more of a handle on why it’s not theirs to take if they didn’t have a hand in making it, as it has real life stakeholders who invested their time, skills and money. They understand the importance of supporting the industry and paying for their films, so that there will be more films made for them to enjoy in the future.

3. ‘Worth paying for’ – We have found that young people respond to emotional in addition to rational arguments for why AV content is worth paying for. The

emotional payback of film – the enjoyment they get from film – provides a tangible reason why to pay.

Note that while these are suggested as the most effective communication routes a messaging hierarchy would apply enabling messaging to be scalable from light touch in broader resources through to comprehensive messaging in dedicated projects

Progress in 2014/15: In 2013/14 the activity run with IF and the Trust included a trailer created with My Pockets Called ‘Vin Diesel’s Socks’ and a heavy-weight Design and Technology teaching resource, Creating Movie Magic, with Aardman and the IPO. The trailer reached over 200k young people through the National Youth Film Festival, and 75k young people via You Tube, and was nominated for an RTS award. The Creating Movie Magic resource has to date, been downloaded more than 4,200 times by teachers. The resource was awarded five stars by TES.

Delivery ApproachThe Cinema First targets are considered a stretch but achievable with via integrated, multiple messaging opportunities. A tiered approach is suggested that will allow IF to truly own Respect for IP activity, cascading it internally, through to partner organisations and schools that IF work and communicate with.

Every employee within IF has a role to play, and all activity can be harnessed to support the delivery. The approach should be one of empowering employees and partner organisations, utilising and building on existing activity, evolving rather than inventing, and learning from experience in AV and other creative sectors specifically in relation to IP education and consistently working with partners to maximise reach and cost efficiencies.

Three Tiers of activity:

Tier One will deliver an internal awareness and insight programme, providing information resources and suggested messaging routes. Tier Two will (i) transfer the internal awareness and insight programme to partner organisations, (ii) provide essential CPD resources for the teaching community, and (iii) evolve / revisit the dedicated, flagship Respect for IP learning resource, currently Creating Movie Magic. Finally, Tier Three will challenge the IF team to review existing IP-related learning resources with a view to adapting and integrating relevant resources into the IF delivery plan and embedding Respect for IP messaging within existing IF delivery vehicles extending to (i) review existing non-film IP resources, (ii) review existing film IP resources, (iii) incorporating

Insight sessionInto Film Team

Insight sessions Partner organisations

CPD Teaching profession

Dedicated Respect Resource

Embed Respect messaging

across programme

Embed Respect messaging

within IF investment plan Evolve existing IP

resources from AV sector

Evolve IP resources

from non-film sectors

messaging via established IF delivery vehicles, and (iv) incorporating messaging into communications activity.

The Trust and IF will work together to implement activity across all three tiers in keeping with the structure and scope specified in the services agreement, and a suggested timeline of activity is below.

Evaluation - TBCThe tracking of progress against the Cinema First targets should be incorporated within a nationally representative, significantly robust annual survey. This can be aligned to the Trust’s current ICM study, vehicles existing within IF and /or BFI. It is understood this is progressing internally.

Specific activities, in particular all learning resources, dedicated or non-dedicated, should include feedback mechanisms to enable IF to assess the reach and influence of the activity and to evolve it as required to maximise impact.

Next Steps: Draft strategy to be circulated for comment Initial introduction and insight session to be held with IF team Set up Respect for IP working group Team and host feedback session on suggested

activity

Suggested Timeline and Deliverables:

2014 Q3 Finalise strategic approach completedEstablish working group and roles and responsibilities, accountability In

progressRun insight session/s with IF Teamcompleted

2014 Q4 Tier one deliverables – training and insight materials for IF teamcompletedRecommendations for dedicated Respect for IP learning resourcecompletedWorking group to review and agree activity and deliverables for balance of 2015in progress Training and insight materials for partner organisations

in progress

2015 Q1 CPD materials for teachers in progress

Agree and implement recommendations for dedicated learning resourcecompleted Identify balance of outputs across 2015/16 to be

progressed

2015 Q3 Launch / reheat dedicated learning resource in progress

Trust Delivery Team:

Liz Bales, Chief Executive of Industry Trust and BVA

Lauren Rooney, Marketing Assistant, Industry Trust

Quarterly and Annual ReviewsProgress and evaluation against strategy to be reviewed both annually and quarterly.

Schedule of Recommended DeliverablesThe IF delivery plan provides a host of opportunities to cascade Respect for IP, a key route to achieve this is to secure buy-in from the individuals involved and enable them to help shape activities. The first priority is for IF to own the IP message internally, and for it to be a consideration by every member of the IF team within their day to day responsibilities.

Tier One

Educate Into Film teamThis first activity will focus on reaching the IF team with the IP message to empower them to cascade our insight to their own departments, commencing November 2014 when the Trust will present at the quarterly company meeting. IF will create an IP working group comprising representatives from key departments, to champion the message inclusion in each department’s activity. Following the presentation in November, the Trust could schedule meetings for brainstorming, etc, and will provide information and education resources for all employees. IF could have a dedicated IP resource with accountability for message delivery across the IF programme. A member of the strategy board should also have a specific remit on Respect for IP.

Deliverable: Education and insight resources for IF team

Tier Two

(i) Educate partner organisations IF will have dealings with many partner organisations, by adopting a best practise approach requiring key partners adopt a Respect for IP agenda will significantly amplify the insight and reach of the IF team and could lead to a host of incremental messaging opportunities.

Deliverable – Trust to work with Partnership team to devise a Respect for IP agenda which IF can communicate and promote across its partner organisations

(ii) Educate Teachers - CPDThe second tier of activity would focus in increasing engagement and awareness across the teaching profession. By winning the hearts and minds of teachers over copyright, we will be able to reach their students. As IF’s remit is to engage teachers with the value of film as a teaching resource, including IP takes this one step further to show the value of film, and so we’d recommend that in reaching teachers through CPD or similar, it would be beneficial to have information on licencing and copyright in relation to other areas of interest to teachers in their daily remit, to enable them to understand and adhere to regulations in terms of copyright.

The Trust will work with IF’s CPD creation team to deliver an IP-specific version. Alternatively, the Trust could scope the creation of a training video to understand the importance and value of IP and be able to teach IP-related topics in the classroom under a number of subjects. This would involve filming that IF could organise with the content team, but also the Trust could utilise the expertise of UK Film Net, our legal advisor Mike Northern and the IPO. The Trust would need information on the NUT CPD requirements to ensure the resource met CPD objectives and would involve third party costs.

A partner approach, extending the materials beyond film and the audio-visual industry would be recommended.

Deliverable – CPD resource covering relevant aspects of IP – see http://www.copyrightandschools.org/#

(iii) Dedicated Respect for IP Activity

The Respect for IP strategy envisages the provision of at least one dedicated platform or initiative which can act as a flagship project on IP. 2014 saw the production and launch of Creating Movie Magic, a heavyweight teaching resource designed for the D&T curriculum. The resource is gaining momentum after a relatively late launch in the school year, and after having been awarded five stars by TES, downloads are increasing, currently just under 5k, making it IF’s fifth most popular resource after Lego.

There has been discussion about evolving Creating Movie Magic as awareness grows. Suggestions to this end would include indexing to make it more user friendly for teachers, adding a few new filmmaker skills over and above stop motion animation and camera effects, and though it’s for IF to decide if they wish to incentivise with another competition element, bringing the competition element in-house to make it more cost-effective, for example, students could send in their own stop motion animations or VFX learnt from the resource – with an IP message – to win the prize of the footage being shown at IF festival 2015. An alternative option is to go without any competition element at all, considering the current popularity with no prize element, though a redesign might be required to remove Aardman and competition references. The IPO and Aardman Animations remain potential partners for future evolutions of the resource.

Alternatively, a significant opportunity could be evidenced from the UK Music partnership with IPO and Aardman, and the successful game Music Inc which has had 110k unique players, and a reach of 30million. The ground would be ripe for a film-based re-visioning of this activity. For further discussion.

Deliverables: RE Creating Movie Magic 2, advise on NSP / IF tweaks to ensure on-message

Tier Three

(i) Re-utilise existing film-based educational and AV materialsThere’s the opportunity to re-utilise existing film related IP education resources. Where the Trust owns the IP or can clear it, there are many film-based IP resources that are not time-sensitive, that could be reignited, or promoted to schools under an umbrella of IP activity. Examples of this work are below, aimed at different age groups to cover all bases.

http://www.industrytrust.co.uk/campaigns/pop4schools/ http://www.industrytrust.co.uk/campaigns/screenthing-champions/ http://www.industrytrust.co.uk/campaigns/screenthing-champions-film-club/ http://www.industrytrust.co.uk/campaigns/kodak/ http://www.industrytrust.co.uk/campaigns/be-creative/ http://www.industrytrust.co.uk/campaigns/youth-creative-network/ http://www.industrytrust.co.uk/campaigns/copyright-clinic/

The Trust has banked hours of AV footage, interviews and trailers, specifically to appeal to a youth audience through the 53,000-strong ScreenThing Facebook and social media

community. This content includes interviews with filmmakers and celebrities, and You Tube Vlogger collaborations that have gained nearly one million views. We attend press conferences and junkets to refresh footage regularly.

http://www.industrytrust.co.uk/campaigns/screenthing/ https://www.youtube.com/user/ScreenthingUK http://www.industrytrust.co.uk/campaigns/pj-the-kick/ http://www.industrytrust.co.uk/campaigns/mandem/

The winning Creating Movie Magic year one trailer made by Aardman (‘Fairies vs. Zombies’) has been shown at the IF festival this year. The ‘Vin Diesel’s Socks’ puppet trailer, nominated for an RTS award, was screened at the 2013 Into Film Festival, and could be further utilised. The Trust is also working with My Pockets this year to create a new trailer, which can be shared with IF.

The Trust’s Moments Worth Paying For campaign also produces high-quality, title-specific trailers that are shown in UK cinemas. Though we’d carefully select age-relevant titles, this material would be free for usage in IF screenings, webcasts, websites and social media and would ensure that IF are drip-feeding messaging to the audience. The trailers are tied in with recent releases, and upcoming titles include Shaun the Sheep, Spongebob Squarepants, Spooks the Movie, BFG, Inside Out, Avengers 2, and Pitch Perfect 2.

http://www.industrytrust.co.uk/campaigns/moments/

Deliverable: To be agreed

(ii)Re-utilise existing IP non-film based education materialsThere are many school-based, youth-facing education resources dedicated to IP, created independently by the creative industries and the IPO, a dedicated government department. There’s the opportunity for IF to become an aggregator for in-school copyright education resources to benefit teachers. As detailed above, see MP Mike Weatherley’s ‘Copyright Education and Awareness Report’: http://www.mikeweatherleymp.com/wp-content/uploads/2014/10/11.pdf

Deliverable: To be agreed

(iii) Communications internal and external Crucial to empowering the IF team to deliver the IP message in all activity is to keep the issue on the radar. We’d envisage internal communications to keep up the momentum. The Trust could attend internal meetings, present at internal and external events, hold Q&As to make sure the employees are comfortable and know the issue, and be on hand for any difficult questions.

Deliverable: To be agreed

The Trust has a roster of spokespeople from industry, member companies, and talent, and would be able find people with relevant experience if needed for external communications. In addition, if press were interested in IP-related stories, the Trust could provide quotes and / or comment pieces for eg Huffington Post, similar to the promotion around Creating Movie Magic.

Deliverable: To be agreed

(iv) Resources and suggested activity for the Into Film delivery plan: Resources

There are three opportunities relating to the resource creation in IF’s programme. The first is to add IP into the resource template ‘check list’ created by the Education team for the 75 resources planned over the four years. IF can evaluate the content of the resource and where appropriate task their third party (NSP or Pearsons) to add in a section pertaining to IP, meaning due consideration would be given to each resource to assess if and what IP messages could be included on a case by case basis. In particular, certain regard should also be given to topics where IP fits seamlessly, for example, within Internet safety. The inclusion of IP messaging should be built into the commissioning template for all learning resources and where appropriate, consideration should be given to the integration of such messaging across the resource.

Secondly, a huge amount of film-specific resources are due to be created, for the IF curated catalogue and in upcoming partnerships with distributors. These could be created akin to previous Film Club resources, tailored to specific films in the catalogue, to purposefully reference facts about the production to show the ‘craft and graft’, and to also include materials to ‘role-play’ certain jobs within the film industry whilst watching: http://www.industrytrust.co.uk/campaigns/screenthing-champions-film-club/

Review-writing resources: It is difficult to convert film-watchers to film-makers and the Trust could feed into the IF review writing guides to ensure that young people are including facts about the production of the films they’re reviewing, to appreciate the ‘craft and graft’.

Suggested activity to explore:

Filmmaker visit personnel: the Trust trained a number of Cineclub film makers in IP messaging, or we could extend briefing sessions to filmmakers who visit schools.

IF have regular high-profile filmmaker visits and interviews, and we’d suggest adding questions about piracy to junket time and live visits where possible, as the people at the forefront of filmmaking are often the ones who can speak most passionately and convincingly about it.

Webcast: The Into Film Show could have an ‘IP’ dedicated special or feature a regular slot. The IF show could also utilise Trust footage and interviews where appropriate. Interviews could be organised with spokespeople including Liz Bales or IPO’s Lawrence Smith-Higgins.

Into Film Festival: the winning CMM trailer has been screened at the past two festivals. The next festival could involve a more direct link to the Creating Movie Magic competition prize element as suggested above.

ScreenThing / IF Social media: IF send their social media followers to the FindAnyFilm website for legal purchases of film content. The Trust also runs ScreenThing, a community on Facebook and other social media platforms with 53k followers, to promote the value and respect of IP, which we’d be happy to discuss bringing closer to IF activity, where there is cross over.

FindAnyFilm could be utilised in the IF digital platform / offering, and the tools allowing purchase could be utilised on the IF website.

Certain events are on the IF calendar and we hoped to put the World IP Day April 2015 on the agenda as a potential for some incredible activity. World book day is hugely popular and wouldn’t it be wonderful to re-create a similar passion for film tied into respecting it as a creative art form. Yes!

Green Light to Opening Night structure: As part of the Trust's main Moments campaign, we approach members for bespoke footage. There is the opportunity to join up to benefit IF's green light to opening night strand of activity. Introductions around Pinewood, E1, Star Wars are already underway. Great – will connect this to Paul H’s team

Youth Advisory Council: the council comprises 20 young people across the UK. We could utilise their insight to shape Trust / IF activity. Can do a session anytime

Programming policy: Could include titles that relate to issues of copyright and creativity, including Son of Rambow, Be Kind Rewind, etc.Underway!

Building a specific section on the IF website about IP to reflect its importance to the programme, to host links to copyright resources, host AV (the Trust’s or IF’s) and details for teachers (hopefully also the CPD resource). As above for digital convos

Copyright information for website: In enabling the young creators nurtured by IF the opportunity to copyright their own work, and how to copyright their own creations, and use copyrighted footage and music. This presents the opportunity to explain the importance of copyright as well as how it works. This will not only help to protect a generation of future film-makers, but also allow for younger people to appreciate the good that copyright does, framed through how copyright can help them as creators. Nice – poss 2016

Audience development strategy: TBC. Should have a vision and goals toward end of May