INTELLECTUAL PROPERTY EDUCATION MAP

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1 INTELLECTUAL PROPERTY EDUCATION MAP

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3 Introduction 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 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.

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5 RESOURCES AND COMPETITIONS

6 Evaluation: ALCS Young Writer s Guide to Shakespeare Brings Shakespeare s work to life by introducing students to the concepts of copyright and plagiarism. 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. Key Stage co.uk/ 2,313 resource downloads. Key Stage 1-4. IPO Cracking Ideas National innovation competition and curriculum linked education resources fronted by Aardman Animations (Wallace & Gromit, Morph and Timmy). Over 4000 entries to the 2015/16 competition and 1038 resource downloads between November 2015 and March Cracking+Ideas

7 Key Stage 4. 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. 305 downloads in 2 months from launch. Smart design and developing innovative solutions to real world problems are the order of the day. Think+Kit Higher Education. 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. In the first year since the launch of IP Tutor the course has been accessed Over 8000 views and 800 completed courses. IP+Tutor

8 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. Parents/carers, teachers, young people. 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. downloading/home/ downloads_uk_edition.pdf childnet/ Publishers Association World Book Day Copyright Resources Annual literacy promotion reaching 31,000 UK schools, focused on reading but including some IP messaging.

9 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. Key Stage 2-3. 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 Secondary

10 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. Teachers and students, young creators. 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. Key Stage 1. Series reached 344,000 listeners and 963 downloads. IPO Nancy & the Meerkats Radio Series with Fun Kids Radio which covers IP issues through the eyes of Nancy & the Meerkats, a newly formed band. com/third_party/ Nancy+and+the+Meerkats

11 QAA Subject Benchmark Statements Influencing the QAA statements to include IP as part of the required teaching in specific university courses. Higher education students and institutions. 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.

12 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.

13 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 mins in UK and mins Internationally. Total time played is hours UK and Internationally. 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. Primary. Copy here

14 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. Creators, media professionals, entrepreneurs, teachers, students, and members of the public. 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.

15 (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. Executive level. Managers and entrepreneurs in content and creative technology industries. Launching September 2016, the programme has already gained international response from working executives in countries such as USA, Germany, and, Italy, besides UK. Dr Sukhpreet Singh

16 CAMPAIGNS

17 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). Parents/Carers. 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.

18 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. Focused on three core audiences: 11-15s. Women (all ages) year-old males. 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 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.

19 BPI Music Matters Launched in 2010 with 3 elements: The development of a bespoke website at 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. 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.

20 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. All but aligned with MWPF focus on three core audiences: 11-15s. Women (all ages) year-old males. 2.5m visits. 10% awareness (total population) according to ICM tracking data. 25% awareness among core year-old infringers. 26% awareness among year-old infringers.

21 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 year olds. Reached 14% of UK adults aged in first three months of launch.

22 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. Local authorities, trading standards, market operators. 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

23 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 s year-olds. 55,000+ strong community across multiple platforms. Facebook the strongest community. Reaching on average 15,000 monthly. 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.

24 EVENTS

25 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. Key Stage 5. Over 250 people attended the regional events.

26 IPO Karaoke Shower Tour Users learn about the importance of copyright, and the value of the UK music industry. Key Stage 4 upwards. Travelled 1000 miles and welcomed over singers as part of the Big Music Project.

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