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

2010 Are you an Accidental Pirate?

Our 2010 research revealed that 1 in 3 Australians were involved in film and TV content theft, or piracy, while at the same time they thought piracy  stealing or theft. The 2010 research formed the basis for a communications' campaign by the film and television industry.

1 in 3 Australians are 'Accidental Pirates'

New research revealed that a third of Australians – 34% - said they see piracy as stealing or theft but they regularly do it by burning, buying or downloading illegal or unauthorized copies of films or TV programs. In other words 1 in 3 Australians participate in something that they don't agree with.

With this in mind, Creative Content Australia has developed a fully-integrated social marketing campaign that aims to generate debate and eliminate the grey areas around piracy.

Tony Singleton, MD of creative agency The Furnace, who created the campaign for the IP Awareness Foundation said, "We're appealing to people's better nature to do the right thing. The campaign is designed to get people to question their actions and attitudes towards piracy and to find out more. It's all about education – we coined the phrase 'Accidental Pirates' to help the target segment realise they are part of the problem."

David Roach, the writer/producer of Beneath Hill 60 said, "It takes a small army of people to make a movie. So anytime someone downloads a film illegally, it makes our job – which is getting great Australian stories to the screen – that much more difficult."


What can you do to make a difference?

We'd love everyone to get involved in the initiatives of Creative Content Australia. However, the first and easiest step is to respect the people and businesses working in the film and TV industry in Australia by watching, renting and buying the real thing in entertainment. Also, join the conversation – read the blog, take the quiz, follow us on Twitter, talk to your friends and colleagues, and give us your comments on the blog.

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