INTELLECTUAL
PROPERTY
Educating our young innovators and creators about Intellectual Property is essential if, as a country, we are to value and respect the creative industries.
Education plays an important role in raising awareness and in doing so help to change perceptions and behaviour. The mapping exercise that has been conducted, and
outlined here, has identified a great deal of activity taking
place across a wide variety of creative sectors and it paints an encouraging picture. The map is updated regularly to
reflect the continually changing landscape of educational
activities. We would love to hear about any initiatives around Intellectual Property to be included please get in
touch via [email protected].
Different age groups are being targeted in lots of innovative ways: resources have been produced for
schools that link to the curriculum highlighting the
relevance and importance of copyright; there are competition and interactive games; and consumer campaigns – but there are also gaps.
By engaging more effectively and strategically with
partners it is our aim to fill these gaps, to achieve greater
cohesion, clarity and coordination, while also allowing for the sharing of best practice.
We hope this Symposium will help us build upon the good
work already done and lead to an improvement in the
effectiveness of copyright education in the UK.
RESOURCES
AND
ALCS
Young Writer’s Guide to
Shakespeare
Brings Shakespeare’s work to life by
introducing students to the concepts of copyright and plagiarism.
IP Rights: Audience: Key Stage 2-3. Impact: 2,313 resource downloads. Evaluation:
• 86% agreed that following participation in the programme they have a better understanding of what copyright is and the issues around it.
• 86% agreed that following participation in the programme they have a better understanding why copyright is important to creators.
• 9 out of 10 pupils thought it was important to learn about copyright in school.
www.shakespeareyoungwriters. co.uk/
IPO
Cracking Ideas
National innovation competition
and curriculum linked education
resources fronted by Aardman Animations (Wallace & Gromit, Morph and Timmy).
IP Rights: Audience:
Key Stage 1-4.
Impact:
Over 4000 entries to the 2015/16
competition and 1038 resource downloads between November 2015 and March 2016.
www.crackingideas.com/third_party/ Cracking+Ideas
IPO
IP Tutor
Online resource to improve
awareness and understanding of IP within Higher Education.
Aims to increase the number of graduates entering industry with IP
knowledge and to think about IP
created during the course of their studies.
IP Rights: Audience:
Higher Education.
Impact:
In the first year since the launch of IP
Tutor the course has been accessed Over 8000 views and 800
completed courses.
www.crackingideas.com/third_party/ IP+Tutor
IPO
Think Kit
Lesson plans, enterprise scenarios and case studies introducing IP & the moral arguments of using other
people’s work in today’s
digital world. IP Rights: Audience: Key Stage 4. Impact: • 305 downloads in 2 months from launch.
• Smart design and developing innovative solutions to real world problems are the order of the day.
www.crackingideas.com/third_party/ Think+Kit
BPI/Industry Trust/
Childnet Music, Film TV &
Internet
A joint-industry campaign in partnership with Childnet International, IFPI, BPI and Industry Trust aimed at highlighting the
safety and security risks of young
people downloading and accessing
film, TV and music content illegally
and signposting them to where to access content legally. A guide for parents was created and made available in print and online hosted on the Childnet website. Supported
by a big media campaign with key spokespeople appearing on national broadcast media, a stakeholder
mail-out and printed copies of the guide sent to schools.
IP Rights: Audience:
Parents/carers, teachers,
young people.
Impact:
• 24.3m OTS through PR activity for original 2011 launch.
• 24.3m OTS, 90+ pieces of coverage
at initial launch.
• 50 copies shipped to every secondary school in the UK. • Orders from 176 schools in week
post launch.
• An additional 83,000 requested copies of the guide shipped. • 11,213 visits to Childnet.com/
downloading.
• 19,109 page views for Childnet.
com/downloading. www.childnet.com/resources/ downloading/home/ www.childnet.com/ufiles/ downloads_uk_edition.pdf www.industrytrust.co.uk/campaigns/ childnet/
Publishers Association
World Book Day Copyright
Resources
Annual literacy promotion reaching 31,000 UK schools, focused on reading but including some IP messaging.
Into Film
Creating Movie Magic (primary and secondary)
Lesson plans and resources developed in collaboration with the Industry
Trust to demonstrate the creative efforts that go into film making and empowering young people to make positive choices when accessing films online.
IP Rights: Audience:
Key Stage 2-3.
Impact:
• There have been over 5,000 downloads to-date.
• The winning trailer was shown to over 300,000 young people at the 2014 Into Film festival. In total, this was seen over 567,000 times!
• The resource was awarded five stars by TES and the trailer ‘Vin Diesel’s Socks’ was nominated for an RTS award.
Primary www.intofilm.org/resources/34 Secondary www.intofilm.org/resources/293 www.intofilm.org/resources/66 www.industrytrust.co.uk/campaigns/creating-movie-magic/ www.crackingideas.com/third_party/Creating+Movie+Magic
CREATE Copyright User
The Game is On!
Series of short animated films
accompanied by supplementary educational materials providing points of discussion about copyright for UK teachers and students.
IP Rights:
Audience:
Teachers and students, young creators.
Impact:
The first episode of the series –
The Adventure of the Girl with the Light Blue Hair – won the AHRC Innovation in Film Award 2015 and
has been nominated for a BUFVC
Learning on Screen Award.
www.copyrightuser.org/schools/the-game-is-on/
IPO
Nancy & the Meerkats
Radio Series with Fun Kids Radio which covers IP issues through theeyes of Nancy & the Meerkats, a
newly formed band.
IP Rights:
Audience:
Key Stage 1.
Impact:
Series reached 344,000 listeners and 963 downloads.
www.crackingideas com/third_party/ Nancy+and+the+Meerkats
QAA
Subject Benchmark Statements
Influencing the QAA statements to include IP as part of the required teaching in specific university courses.
IP Rights: Audience:
Higher education students and institutions.
Impact:
Already successfully Secured the inclusion of IP in the benchmark
statements for Business and Management, Engineering, Creative Writing,
Biosciences and Biomedical Sciences. Will continue to influence other
relevant courses throughout the year.
www.qaa.ac.uk/assuring-standards-and-quality/the-quality-code/subject-benchmark-statements
UK Music/IPO
Music Inc
Music Inc, is a free app which
allows players to take on the role of
managing aspiring musicians. The app is the result of a collaborative effort between UK Music, the
Intellectual Property Office and
Aardman Animations, and is designed to give young music fans an insight into the modern music industry and to let them experience the challenges encountered by artists in the digital age.
First launched in 2014, UK Music, Aardman Animations and the
Intellectual Property Office released
a new version of Music Inc. in March 2015.
Into Film
Careers in Film Primary
A resource to support primary teachers in developing pupils’ awareness of the film industry and the wide variety of interesting careers that are open to
them. This resource contains information on copyright and respect for IP.
IP Rights: Audience: Primary. Impact: Copy here www.intofilm.org/resources/102 Impact: March 2016
• Music Inc has had 100,000 new UK players and over 600,000 users Internationally since launched. • Nearly 300 ,000 sessions
completed in UK and 2,293,000 Worldwide.
• Average time played is 17.45 mins in UK and 21.57 mins Internationally.
• Total time played is 95245 hours UK and 820498 Internationally.
http://www.ukmusic.org/skills-academy/music-inc/
CREATE
Copyright User Website & Resources
Online resource aimed at making UK Copyright Law accessible. Includes FAQ’s specific to the user (musician, developer, etc.) plus education resources
such as Copyright for A Level media studies and The Game is On.
IP Rights: Audience:
Creators, media professionals, entrepreneurs, teachers, students, and members of the public.
Impact:
Since its launch in March 2014, copyrightuser.org attracted over 133,000
unique users. Traffic is constantly increasing: from April 2015 to April 2016
only, the website attracted over 102,000 unique users.
MSc@CREATe (MSc in Intellectual Property, Innovation
and the Creative Economy)
Glasgow University
This is a pioneering online programme, Successful leadership in the digital
creative economy requires linking complex legal provisions (such as copyright, trade marks, data protection and privacy) to economic analysis and strategic thinking about markets and regulation.
IP Rights: Audience:
Executive level. Managers and entrepreneurs in content and creative technology industries.
Impact:
Launching September 2016, the programme has already gained
international response from working executives in countries such as USA,
Germany, and, Italy, besides UK.
www.create.ac.uk/msc Dr Sukhpreet Singh
Industry Trust
Parent Facing PR Campaign
High-profile PR campaigns, featured in national broadcast media, to make
safety and security messages associated with accessing illegal content front of mind for parents and IP account holders and inform them how to access content legally through FindAnyFilm.com and The Content Map. Featured
celebrity spokespeople and industry expert partnerships including:
• Refreshed Childnet guide to downloading (2013).
• Age-inappropriate piracy in partnership with BBFC (2013). • Unwanted extras on pirate sites in partnership with FACT and
Incopro (2014).
IP Rights: Audience:
Parents/Carers.
Impact:
• Combined 104m+ reach across campaign spanning two years.
• Refreshed Childnet guide (2013): 23.8m OTS, 56 pieces of coverage, 32 broadcast hits and an ROI of 9.8:1, 1,600 web visits.
• Age-inappropriate piracy (2013): 57.1m OTS, 121 pieces of coverage, 72 broadcast hits and an ROI of 11.1:1.
• Unwanted extras campaign (2014): 20.9m OTS, 54 pieces of coverage, 23 broadcast hits, 2.6m social media reach and an ROI of 6.8:1.
Industry Trust
Moments Worth Paying For
Inspires viewers to respect the value of creative content by demonstrating
that film, TV and video have an entertainment value worth paying for and
informs them of where to purchase content legally through FindAnyFilm.com.
IP Rights: Audience:
Focused on three core audiences: 11-15s.
Women (all ages). 16-34-year-old males.
Impact:
Across 2015 campaign exposure jumped significantly reaching over
33 million cinema goers (compared to 16.6m in 2014), and 610m in total across all media.
Evaluation:
Independent ICM tracking research shows that the campaign is reaching
core infringers:
• 49% of 16-34-year-old male infringers recognise the campaign, with 25% awareness of FAF.
• 40% of 11-15s who infringe recognise the campaign, with 26% awareness of FAF.
• 56% of campaign recognisers intend to pay to support the
UK film/TV industry.
www.FindAnyFilm.com
BPI
Music Matters
Launched in 2010 with 3 elements:• The development of a bespoke
website at
www.whymusicmatters.org; • The creation of a trust mark to
help consumers distinguish legal services from pirate sites; • The creation of a series of artist
animations scripting their musical journey.
IP Rights:
www.whymusicmatters.org
BBC
Copyright Aware
Aims to arm audiences with basic understanding of what copyright is and how it shapes the world around us, with a positive focus on how copyright enables creativity.
IP Rights:
Industry Trust
Find Any Film
FindAnyFilm.com unpins all of the Industry Trust’s activities across all
audiences and has a dual role to educate consumers of where to access
film and TV content legally and drive sales. It is one of the UK’s leading data services for film fans looking to book, watch, buy, download, stream or rent legitimate film.
IP Rights: Audience:
All but aligned with MWPF focus on three core audiences: 11-15s.
Women (all ages). 16-34-year-old males.
Impact:
• 2.5m visits.
• 10% awareness (total population) – according to ICM tracking data.
• 25% awareness among core 16-34-year-old infringers. • 26% awareness among 11-15-year-old infringers.
UK Creative Content
Get it Right From a Legal Site
Creative Content UK is a voluntary agreement between copyright owners and internet service providers to reduce infringement online. The consumer
facing campaign ‘Get It Right from a Genuine Site’ aims to inspire people in
the UK to support the things they love by getting them from genuine services.
The objectives are to:
• Guide consumers to visit and consume from legal sources. • Change attitudes to online copyright infringement. • Provide education about the creative industry.
• Change perceptions that infringement is socially acceptable and safe.
IP Rights: Audience:
16-24 year olds.
Impact:
Reached 14% of UK adults aged 16-50 in first three months of launch. www.getitrightfromagenuinesite.org/
Industry Trust
Real Deal
A national charter to help local authority trading standards services, market operators and copyright and trade mark owners tackle the ongoing battle
against dealers in counterfeit and other illicit goods at a grass-roots level at
UK markets and car boot sales.
IP Rights: Audience:
Local authorities, trading standards, market operators.
Impact:
• Over 450 UK markets and car boot fairs, and 99 councils have introduced
the Real Deal code of practice to actively prevent the sale of counterfeit
goods at their venues and send out a ‘fake-free’ message.
• Working through the National Youth Market initiative to spread the ‘respect and protect IP’ message to young traders (age 16-30).
• The Real Deal has been adopted and is promoted as a ‘best practice’
model by industry bodies NABMA and NMTF.
• The initiative was highlighted as a model of best practice in a roundtable evidence session on to the Scottish Parliament in November 2014 and again at the Hollyrood Anti-Illicit Trade Conference in January 2015.
Industry Trust
Screen Thing
Social media community to inspire film fans to respect copyright and value creative content by lifting the lid on all the hard work that goes into creating great film, TV and video. ScreenThing’s dedicated YouTube channel and vlogger collaborations with the likes of Kick the PJ and Mandem on the Wall
have had more than 1m views of videos that celebrate the time and talent it
takes to make content.
IP Rights: Audience:
11-15s.
16-34-year-olds.
55,000+ strong community across multiple platforms. Facebook – the strongest community. Reaching on average
15,000 monthly.
Impact:
Independent ICM tracking research from 2014 shows:
• 1/3 of ScreenThing fans say their involvement in the community has made them stop watching unauthorised films/TV.
• Over half say it has made them want to watch more films through
authorised sources.
• Platypus research conducted in 2013 showed ScreenThing to be helping to shift the attitudes and intended future behaviour of a notable number of young people on the path to infringement with a 5% decrease in
likelihood of accessing unauthorised content since interacting with
the community.
UK Music
Skills for Schools
Careers advice and guidance about working in the music industry via a
combination of online resources and special events, designed by people
who work in the music industry.
IP Rights: Audience:
Key Stage 5.
Impact:
Over 250 people attended the regional events.
IPO
Karaoke Shower Tour
Users learn about the importance of copyright, and the value of the UK music industry.
IP Rights: Audience:
Key Stage 4 upwards.
Impact:
Travelled 1000 miles and welcomed over 12000 singers as part of the Big Music Project.
