The UK film and TV industry’s inspirational pro-copyright ‘Moments Worth Paying For’ campaign, designed to win hearts and minds on copyright and creativity, has been recognised with ‘Industry Initiative of the Year’ at the British Video Awards.

The campaign capitalised on audiences’ passion for film and TV content to inspire greater respect for copyright and the value of creative works. It celebrated the intense emotional payback of great viewing experiences – and proposed that this is ‘worth paying for’.

The campaign also highlighted 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 £5million (€6.16m) campaign was 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 five per cent between 2007  and 2009.

Director General of the Industry Trust for IP Awareness, Liz Bales said that previous campaigns had helped to make the public more likely to want to do the right thing. “’Moments Worth Paying For’ goes one step further by also showing where they can stay legal, via websites such as www.findanyfilm.com, which 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 to enjoy legitimate content,” she noted.

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