The UK audiovisual industry launches an "emotionally explosive" education campaign that aims to win hearts and minds on copyright and creativity. The new campaign seeks to address the continued challenge posed by copyright infringement.

'Moments Worth Paying For' capitalises on audiences' passion for film and TV content to inspire greater respect for copyright and the value of creative works. It celebrates the intense emotional payback of great viewing experiences - and proposes this is 'worth paying for.'

The campaign also highlights the wealth of official ways to watch film and TV by directing viewers to findanyfilm.com - a gateway to official film and TV services across a range of formats, both on and offline.

The £5-million 'Moments Worth Paying For' campaign is being funded by the film and TV industry's copyright education body, the Industry Trust for IP Awareness, whose previous campaigns are estimated to have stemmed the growth of copyright infringement by 5% between 2007 - 2009.

Independent tracking research demonstrates the positive potential for education campaigns to alter consumers' attitudes and, ultimately, behaviour: The number of people who think digital copyright infringement is wrong has increased by 20 percentage points from 34% in 2007 to 54% today. The number who regard digital copyright infringement as "nothing to be proud of"? has increased by 45 percentage points from 22% in 2007 to 67% today.

"Our previous campaigns have helped to make the public more likely to want to do the right thing,"? says Liz Bales, Director General of the Industry Trust for IP Awareness. "'Moments Worth Paying For' goes one step further by also showing where they can do this. Findanyfilm.com brings together a multitude of film and TV providers, from cinemas to online catch-up services and everything in between, to make it easier than ever for the public to enjoy official content."

"As an industry we are working hard to meet consumer' changing needs, bringing innovative new services to market, on and offline," Bales continues. "We hope that by spotlighting the wide choice on offer, we can help persuade the one in three people currently using unauthorised sources that there are a wealth of value-for-money, official alternatives."

'Moments Worth Paying For' includes digital and outdoor advertising, as well as a series of cinema trailers directed by British director, Olly Blackburn (Donkey Punch, One Hundred Years of Evil), which use innovative super slow motion camera techniques to capture, in minute detail, a range of intense emotional reactions to film and TV. The trailers will launch in UK cinemas on Friday 18 February.

The Industry Trust for Intellectual Property Awareness was established in 2004 to tackle the growing issue of film and TV copyright infringement in the UK, which currently accounts for annual losses of over £500m. Today it has more than 30 members, including Film and TV distributors, cinemas, DVD retailers and home entertainment rental companies.

Created by The UK Film Council and funded by Lottery grants, FindAnyFilm.com is one of the UK's leading websites for film fans looking to watch, buy, download or rent great films. The site is supported by advertising revenue making this unique service free of charge for users, so they can find any film across six different formats including cinema, TV, DVD, downloads and Blu-ray.

Story filed 14.02.11