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Scsn Escape Plan
The Industry Trust for Intellectual Property Awareness is kicking off the largest anti-piracy campaign ever in the UK on June 1 to educate the public about the damaging effects of what they now refer to as  Knocking Off .New research shows that copyright theft cost the film and television industry $912m  拢460m  in 2006. Losses to the DVD retail sector were equivalent to 14% of the sector s total value and cinema losses equivalent to 13.5%. The leading drive behind this new $6m  拢3m  campaign is a Television advert featuring a guy with his girlfriend in a pub who is humiliated and referred to as a  Knock Off Nigel  for purchasing counterfeit goods. With almost one in three people now viewing or acquiring illegal content, this new marketing campaign aims to create a social stigma around buying  knock off  DVDs and downloading illegal content and marks a shift away from the Trust s previous approach which linked piracy with organised crime.Liz Bales, direc stanley cup tor general of the Industry Trust, said:  The campaign is a bold new approach to tackling copyright theft. We know that lecturing and hectoring people can mak stanley cup e them switch off so we hope to engage and involve them instead. The Knock-off Nigel co stanley italy ncept uses humour to get a very serious message across in a lighthearted way. Matt Brown, executive vice president, international, Sony Pictures Home Entertainment agrees  We need to motivate the public to not be part of a shabby business. Every year 15% of our retail business is being l Ixya Filming with drones: a legal guide
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