The Challenge

Internet Matters is a not-for-profit organisation backed by the major ISPs, tech and social media organisations (e.g BT, Google and Facebook). They exist to empower parents and carers to keep children safe in the digital world.

During the recent lockdown, there has been a big increase in the use of online pirated content. Internet Matters wanted to develop a pan-European campaign that highlighted the many risks associated with streaming and downloading pirated content.

Conversation
we created

By engaging in any form of content piracy, a family is opening themselves up to risks of ID theft, fraud, malware and the possibility of exposing their children to inappropriate adult content. By accessing illegal streams, they are effectively letting cybercriminals and malware or viruses into their homes.

However, most people believe pirated content is a victimless crime and risk-free. People believe it is provided by ‘Robin Hood’ type characters, and not the organised criminals that are behind most illegal streams.

Our campaign was designed to dispel these myths and actively discourage illegal streaming.

Internet Matters has an empathetic, educational tone of voice, so we used this to help parents understand how they can protect their family from those risks.

We developed a series of animated films and used digital and social media to reach our audience. And we developed a new destination on the Internet Matters website to further highlight the risks – using shocking statistics and real case studies. And we developed useful information on how to discourage the whole family from accessing illegal streams.

Impact

The campaign had over

22million

impressions and a total reach of nearly 8 million families in the UK, Germany and Italy

Most importantly, there was a

39%

uplift in legal streaming searches after a user was exposed to the campaign

As well as users being

44%

less likely to search for illegal streams