Get it right
MSL supports 'Get It Right' consumer education campaign
The creative industries campaign, which is also backed and funded by Government, launched a new video on the Get It Right YouTube Channel on 14th August with the support of leading social influencers Caspar Lee and Snoochie Shy. The video, developed by MSL and produced by Unit 9, continues the key aim of encouraging consumers to take time to identify and access genuine and licensed sources of content so that the volume of copyrighted material being accessed, streamed and shared without permission can be reduced.
Led jointly by the MPA (Motion Picture Association), representing major producers of film, TV and screen-based content, in partnership with UK record labels association the BPI (British Phonographic Industry) as part of a Creative Content UK (CCUK) content protection programme, Get It Right draws on the broad support of the wider creative industries and entertainment sectors.
Nigel Adams, Minister for Sport, Media and the Creative Industries, said: “We need to have the right environment where UK creative firms receive the value of their amazing content so that they can produce more of it. Our Creative Industries Sector Deal committed to strengthening intellectual property rights by bringing industry together to tackle online piracy, including through our £2 million investment in the Get it Right campaign.”
Content creator Casper Lee who features in the film has a combined audience of 10m and understands first hand why the issue of piracy is so important after Laid in America the smash hit in which he starred became one of the most pirated films ever soon after its release in 2016.
Creator, Caspar Lee, said of the campaign: “The Get It Right campaign is raising awareness of a key issue that so many of us are just not thinking about. When we don’t get content the right way, it makes it so much more difficult to make more of it. When our movie, “Laid in America” came out, it was one of the most illegally downloaded films at the time. It’s unfortunate because it affects every person who is involved, from the set designers to the caterers to the extras, when content is not sourced from genuine sites. It’s important to support the industry as a whole, so everyone involved can continue to make the content we all love and want more of.”
The Caspar and Snoochie two and a half minute video will be supported by a digital advertising and influencer campaign. Once evaluated, CCUK will look to commission further short-form video content as part of a mini-series that will continue to share the stories and passions of high profile influencers and creators around their love of content. The campaign will emphasise the significant human resource, skill levels and time that goes into the overall creative process. The first video is being produced for CCUK by MSL.
“The next phase of Get It Right has been informed by rigorous consumer testing in order to encourage a greater understanding and appreciation of the creative process among fans aged 16 to 34. We are thrilled to be working with the CCUK team on this campaign and look forward to tracking the results of the upcoming video closely,” said Simon Condon, Deputy MD Consumer, MSL.
Marianne Grant, who co-leads on the campaign for the MPA, said: “When people are exposed to the campaign materials offered by Get it Right, they have been more willing to consider how they may, personally, make changes in their behaviour and choose to access the music, film, TV, published games, sports and other content that they love from genuine sources.
“Since Get it Right was launched, more people are taking that time, with the almost 30 per cent of the population who have been exposed to Get it Right materials reducing significantly their use of infringing content. Our task now is to reach further into the population with these interesting and important messages – to provide more engaging and informative content to improve people’s understanding about the creative process and all the people who are involved in it - and to encourage further change.”