- 1. +Understandingthe nature andpurpose ofcampaigns-
Introduction tothe brief
2. +The Unit 3. +COURSEWORK RESPONDING TO AMEDIA BRIEF 60% of
total grade 90 marks (same as ALL 3 from last year!) Group work NO
MORE THAN 4 PER GROUP Topic set by the exam board Presented via a
BLOG (individual blogs, not group) Will require: detailed Research
Thorough planning 2 Presentations/pitches (filmed) Audience
research 2 linked productions 4. +The task 5. 1. A portfolio
containing your Researchand Planning and a Presentation. 2. Two
production pieces using twodifferent Media Forms. 3. An Evaluation
(500 words). 90 marks (same as all 3 unit 2 projects!) 6. +The
Campaign products You will work with two different media forms,
taken from twodifferent areas (see following slides) You MUST
produce the required amounts EACH. Products must be fully realised.
Consider where your skills are. Groups members can choose DIFFERENT
areas to work on (i.e 7. Print andElectronicPublishingEach member
of the team must beindividually responsible for at leastthree
pages. 8. MovingImage4 x 30secondadverts2-3 minutedocumentary2
minutecinemaadvert2-4 minuteshort filmEach team member must
contributeto all stages of production. 9.
WebsiteWeb-basedtechnology/New MediaEach member of the team to
beresponsible for at least three web pagesor a substantial new
media featureMUST be fullyrealised andfully workingPodcastsDETAILED
socialnetwork/ Facebook page 10. The Brief:+TAKING BACK WHATS OURS
11. Copyright Heroes 01 June 2014 www.copyrightheroes.comWho are
we?Copyright Heroes is a new campaigning body which aims to raise
awareness of the possible effects of copyrightinfringement and
piracy. In an age when it is easy to download so much without
paying for it music, films,software, games and more our aim is to
wake people up to what this really means. As creative people, we
shouldnot assume that creative products and intellectual property
like those listed above are free, because if they are,then how will
anyone be able to earn a living from them in the future, and why
then would anyone make new films,new music, new software or new
games? If we want to live, work, play and relax in a creative
world, then we needto protect the intellectual rights of creative
people. Because they could be us.Where are we now and where do we
want to be?Set up in May 2014, we have yet to make our mark on the
world. Within a year we want to be noticed. Reallynoticed. We want
people to know what we stand for. And we want them to believe in
what we believe in.Why Copyright Heroes?We are heroes because we
are helping to right a wrong. We want to make sure that those who
design andproduce the interesting things that we all enjoy are able
to earn money for what they do, so that they can keep ondoing it.
And so that there is a future for our creative minds.What is the
project?We want you to help us create a crowd-sourced campaign
which harnesses the power of young people to raiseawareness of what
we believe, and who we are. We want to see your media products
created for our campaign,bearing our name, but above all we want
you to think beyond the obvious and take people by surprise with
yourmedia creativity. Adverts are not the only way of getting our
message out there.Results:By May 2015, we want people to:realise
the implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 12. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects of copyrightinfringement and piracy. In an age when it is
easy to download so much without paying for it music,
films,software, games and more our aim is to wake people up to what
this really means. As creative people, we shouldnot assume that
creative products and intellectual property like those listed above
are free, because if they are,then how will anyone be able to earn
a living from them in the future, and why then would anyone make
new films,new music, new software or new games? If we want to live,
work, play and relax in a creative world, then we needto protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they can keep ondoing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for our
campaign,bearing our name, but above all we want you to think
beyond the obvious and take people by surprise with yourmedia
creativity. Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 13. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects of copyrightinfringement and piracy. In an age when it is
easy to download so much without paying for it music,
films,software, games and more our aim is to wake people up to what
this really means. As creative people, we shouldnot assume that
creative products and intellectual property like those listed above
are free, because if they are,then how will anyone be able to earn
a living from them in the future, and why then would anyone make
new films,new music, new software or new games? If we want to live,
work, play and relax in a creative world, then we needto protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they can keep ondoing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for our
campaign,bearing our name, but above all we want you to think
beyond the obvious and take people by surprise with yourmedia
creativity. Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 14. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects ofcopyright infringement and piracy. In an age when it is
easy to download so much without paying for it music,films,
software, games and more our aim is to wake people up to what this
really means. As creative people, weshould not assume that creative
products and intellectual property like those listed above are
free, because if theyare, then how will anyone be able to earn a
living from them in the future, and why then would anyone make
newfilms, new music, new software or new games? If we want to live,
work, play and relax in a creative world, then weneed to protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they can keep ondoing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for our
campaign,bearing our name, but above all we want you to think
beyond the obvious and take people by surprise with yourmedia
creativity. Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 15. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects ofcopyright infringement and piracy. In an age when it is
easy to download so much without paying for it music,films,
software, games and more our aim is to wake people up to what this
really means. As creative people, weshould not assume that creative
products and intellectual property like those listed above are
free, because if theyare, then how will anyone be able to earn a
living from them in the future, and why then would anyone make
newfilms, new music, new software or new games? If we want to live,
work, play and relax in a creative world, then weneed to protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they can keep ondoing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for our
campaign,bearing our name, but above all we want you to think
beyond the obvious and take people by surprise with yourmedia
creativity. Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 16. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects ofcopyright infringement and piracy. In an age when it is
easy to download so much without paying for it music,films,
software, games and more our aim is to wake people up to what this
really means. As creative people, weshould not assume that creative
products and intellectual property like those listed above are
free, because if theyare, then how will anyone be able to earn a
living from them in the future, and why then would anyone make
newfilms, new music, new software or new games? If we want to live,
work, play and relax in a creative world, then weneed to protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they can keep ondoing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for our
campaign,bearing our name, but above all we want you to think
beyond the obvious and take people by surprise with yourmedia
creativity. Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 17. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects ofcopyright infringement and piracy. In an age when it is
easy to download so much without paying for it music,films,
software, games and more our aim is to wake people up to what this
really means. As creative people, weshould not assume that creative
products and intellectual property like those listed above are
free, because if theyare, then how will anyone be able to earn a
living from them in the future, and why then would anyone make
newfilms, new music, new software or new games? If we want to live,
work, play and relax in a creative world, then weneed to protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they cankeep on doing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for our
campaign,bearing our name, but above all we want you to think
beyond the obvious and take people by surprise with yourmedia
creativity. Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 18. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects ofcopyright infringement and piracy. In an age when it is
easy to download so much without paying for it music,films,
software, games and more our aim is to wake people up to what this
really means. As creative people, weshould not assume that creative
products and intellectual property like those listed above are
free, because if theyare, then how will anyone be able to earn a
living from them in the future, and why then would anyone make
newfilms, new music, new software or new games? If we want to live,
work, play and relax in a creative world, then weneed to protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they cankeep on doing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for our
campaign,bearing our name, but above all we want you to think
beyond the obvious and take people by surprise with yourmedia
creativity. Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 19. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects ofcopyright infringement and piracy. In an age when it is
easy to download so much without paying for it music,films,
software, games and more our aim is to wake people up to what this
really means. As creative people, weshould not assume that creative
products and intellectual property like those listed above are
free, because if theyare, then how will anyone be able to earn a
living from them in the future, and why then would anyone make
newfilms, new music, new software or new games? If we want to live,
work, play and relax in a creative world, then weneed to protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they cankeep on doing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for ourcampaign,
bearing our name, but above all we want you to think beyond the
obvious and take people by surprisewith your media creativity.
Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 20. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects ofcopyright infringement and piracy. In an age when it is
easy to download so much without paying for it music,films,
software, games and more our aim is to wake people up to what this
really means. As creative people, weshould not assume that creative
products and intellectual property like those listed above are
free, because if theyare, then how will anyone be able to earn a
living from them in the future, and why then would anyone make
newfilms, new music, new software or new games? If we want to live,
work, play and relax in a creative world, then weneed to protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they cankeep on doing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for ourcampaign,
bearing our name, but above all we want you to think beyond the
obvious and take people by surprisewith your media creativity.
Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 21. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects ofcopyright infringement and piracy. In an age when it is
easy to download so much without paying for it music,films,
software, games and more our aim is to wake people up to what this
really means. As creative people, weshould not assume that creative
products and intellectual property like those listed above are
free, because if theyare, then how will anyone be able to earn a
living from them in the future, and why then would anyone make
newfilms, new music, new software or new games? If we want to live,
work, play and relax in a creative world, then weneed to protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they cankeep on doing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for ourcampaign,
bearing our name, but above all we want you to think beyond the
obvious and take people by surprisewith your media creativity.
Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 22. Copyright Heroes 01
June 2014 www.copyrightheroes.comWho are we?Copyright Heroes is a
new campaigning body which aims to raise awareness of the possible
effects ofcopyright infringement and piracy. In an age when it is
easy to download so much without paying for it music,films,
software, games and more our aim is to wake people up to what this
really means. As creative people, weshould not assume that creative
products and intellectual property like those listed above are
free, because if theyare, then how will anyone be able to earn a
living from them in the future, and why then would anyone make
newfilms, new music, new software or new games? If we want to live,
work, play and relax in a creative world, then weneed to protect
the intellectual rights of creative people. Because they could be
us.Where are we now and where do we want to be?Set up in May 2014,
we have yet to make our mark on the world. Within a year we want to
be noticed. Reallynoticed. We want people to know what we stand
for. And we want them to believe in what we believe in.Why
Copyright Heroes?We are heroes because we are helping to right a
wrong. We want to make sure that those who design andproduce the
interesting things that we all enjoy are able to earn money for
what they do, so that they cankeep on doing it. And so that there
is a future for our creative minds.What is the project?We want you
to help us create a crowd-sourced campaign which harnesses the
power of young people to raiseawareness of what we believe, and who
we are. We want to see your media products created for ourcampaign,
bearing our name, but above all we want you to think beyond the
obvious and take people by surprisewith your media creativity.
Adverts are not the only way of getting our message out
there.Results:By May 2015, we want people to:realise the
implications of copyright theft for the future of our creative
minds;understand that copyright theft is genuine theft;know who
Copyright Heroes are and what we believe. 23. Your campaign needs
to:1. Encourage young people to respectthe UK film, TV and video
industry2. Encourage young people to make theright decision and
choose to watchofficial film and TV 24. WHAT IS THE KEY MESSAGE?
Suggestions+ Promote the creativity and hard work that goes into
making original AVcontent in the film, video and TV industry. It
takes many dedicated peopleworking behind the scenes, celebrities
are not the only people involved increating film and TV Demonstrate
the positive role copyright plays in protecting the future offilm
and TV. Because when people choose official film and TV it meansthe
audio-visual industry can invest in future production and keep
makingthe movies and TV shows we all love Bring to life the value
of the film, video and TV industry to the UKeconomy. Because the
audio-visual industry, and all the creativeindustries, make a huge
contribution to the UK economy 25. WHO IS THE CAMPAIGN AIMED Your
campaign should target your own age group that is, 11-19year
olds.You may choose a particular age bracket within this
group.Think about what appeals to you, and see if you can be
aspersuasive with your campaign to people like you.TOP TIPs:Dont
fall into the trap of criticising young people for accessing
unofficial TV shows andfilms.Young people are often depicted as the
problem but thats not true!The most effective campaigns will be the
ones that bring to life the positive reasons whyyoung people should
do the right thing, not the campaigns that criticise young people
orstereotype young people as the problem.Remember, we dont want
your advert to focus on pirate DVDs or illegal downloads,but on the
positive role that copyright can play in protecting our UK film, TV
and video 26.
http://www.wired.com/2013/09/mpaa-school-propagandaProject
similaridea to Copyright heroes. 27. +How to proceed You will need
to research some of the specific ways in which people inyour local
community are or can be involved in this issue. As part of your
research, you will need to use some of your findings toidentify and
justify your choice of target audience. You will then need to
develop your own ideas for promoting ourcampaign through the local
or national media. You will need to plan and produce an integrated
campaign using two ofthe following media forms: Print and
Electronic Publishing, including newspapers, comics, magazines.
Moving Image, including television, film and video. Radio,
including commercial, network, public broadcasting, community, etc.
Web-based Technologies/New Media, including websites, podcasts and
gaming. Your teacher, who is fully behind this initiative, has been
asked to act asan agent for Copyright Heroes in order to collect
your responses. 28. Stages of work...+ 29. Stages of work...+
Individual research into Campaigns. Look at existing campaigns on
copyright theft -ACROSS platforms. Get into small groups. Plan
initial ideas for own campaign Pitch/presentation 1 Complete
DETAILED planning. Presentation 2 Film and do integrated
productions.All onindividualblogs. 30. +Timeline/Deadlines Research
aspect of project to be completed, and on blog, by Friday
3rdOctober. Initial planning and presentation preparation to be
completed by Friday10th October. Presentations/Pitches will be held
during lessons W/B 13TH October. Final amendments/planning/drafts
to be completed by Friday 21stNovember. Final pitch/presentations
will be done W/B 24th November. Filming to be completed by Friday
19th December. First draft of work (film, basic editing) to be
shown W/B 12th January. Production pieces (all editing/printing
etc) to be completed by Friday 13thFebruary. 31. +Initial Ideas
Based on what we have just discussed, jot down your initialideas
for the project. Nothing on possible groups etc yet just pure
firstthoughts. This will be one of your first blog posts
eventually.
