Creative Content Australia is committed to raising awareness about the value of screen content, role of copyright and impact of piracy. We commission regular independent research, create free online curriculum-linked education resources for Australian schools and produce consumer campaigns. Read more

2011 What's your excuse?

Research in 2011 revealed that while people still considered movie and TV theft (piracy) stealing, they were still confused. People look to make convenient excuses for their actions. The 2011 research also revealed that ISPs hold the key to reducing online theft.  

  • The research found: 53% of Australians access illegitimate Movies and TV shows… while nearly 29.5% do it on a regular basis. 53% of Australians access illegitimate Movies and TV shows… while nearly 29.5% do it on a regular basis. 
  • Even so, Australians remain basically honest.  72% - the same level in 3 surveys – say they consider piracy – movie and TV theft – to be stealing. Even so, Australians remain basically honest.  72% - the same level in 3 surveys – say they consider piracy – movie and TV theft – to be stealing.
  • But… 74% of Australians when asked if they contribute to the problem said No.  It’s something they easily excuse and put the blame somewhere else. But… 74% of Australians when asked if they contribute to the problem said No.  It’s something they easily excuse and put the blame somewhere else.
  • The research also revealed that 3 out of 4 people - 72% - say they would stop illegal filesharing activities if they received a notice from their internet service provider.  The research also revealed that 3 out of 4 people - 72% - say they would stop illegal filesharing activities if they received a notice from their internet service provider. 
It’s clear from these conflicting beliefs that the solution to a better understanding of the movie and TV theft issue is education.  Creative Content Australia would like to encourage and improve education in two ways.  
  • First Creative Content Australia called on Australian ISPs (internet service providers) to participate in educating Australians to assist in alleviating so much of the existing confusion.        
  • Secondly Creative Content Australia launched a new national cinema and TV campaign.
Creative Content Australia have created a national cinema and television campaign featuring the popular caricatures from the ‘Accidental Pirate’ campaign.  Using the same unique humour, the message aimed to dispel the excuses used by those who continue to participate in movie and TV theft.  The campaign challenged people to see the truth behind the excuse. In focus groups, those people who talked about movie and TV theft blamed everything from the movie industry to society itself… it was if they almost see themselves as victims or unwilling participants.  They also found many ways to excuse their actions.  Some of the more frequent excuses were; “Everyone does it don’t they?”, “But, it’s so easy”, “I didn’t know about those rules”, and “Blissfully unaware, I guess”.  It’s these excuses and more that were highlighted in the campaign message.   Education campaigns for social issues regularly prove to be successful.  The research found that 44% of people who saw the ‘Accidental Pirate’ ad and quiz said it changed their view of the issue.  The new campaign assisted those hiding behind excuses to understand that what they’re doing isn’t okay – it’s actually movie and TV theft.
 

Adam Blaiklock, who directed the campaign and whose feature film "Caught Inside" was released in 2011, said, "When someone chooses to enjoy a film or a television show by going to the cinema, watching TV, or going to an online source that is the real deal, it's a great outcome for everyone: your patronage allows more investment to go into making great new shows and our film and TV community gets paid for their hard work."

Tony Singleton, MD of ArnoldFurnace, the advertising agency who created the 'Accidental Pirate' and 'Excuses' campaign said, "We're now targeting the excuses that people tell themselves the ones that allow them to keep doing something that in their heart of hearts they really know is actually theft. The new message is – "Whoever you are, there is no excuse for Movie and TV theft".

Gail Grant, then CEO of the Intellectual Property Awareness Foundation, said, "When it comes to movie and TV theft some people act as if the product is simply there for the taking. In no other commercial sphere do we allow or make excuses for theft. This new campaign will aim to educate and raise awareness about the value of respecting and protecting the people and businesses dependent on this industry for their livelihoods."

What can you do to make a difference? It’s easy.  Experience the fantastic entertainment on offer all year through your local cinemas, rent or buy at a store near you or online, and watch on one of the many Pay, Digital or Free to air television channels in your area.  Now, more than ever, there is an ever-increasing multitude of ways to enjoy legitimate and legal movies and TV shows. 


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