NYC Targets Youth with Anti-Piracy PSA Contest

The New York City Mayor’s Office of Media and Entertainment continues to tackle the issue of piracy with a contest aimed directly at the city’s youth. High school and college students are being asked for their ideas for a new anti-piracy PSA, with the chance to bring a rough cut of their amateur clip to life with a professional production company.

After conducting focus groups with help from Sucherman Consulting Group, the government group found that reaching young people was a hole in the outreach efforts.

“By encouraging teens to speak to each other about the issue of digital piracy in the Create the Next Spot Contest, we hope to inform a new demographic and influence change in order to strengthen our entertainment industry for generations to come,” said Deputy Mayor for Economic Development Robert Steel in a statement.

According to the Office, not only does piracy cost money, it costs jobs with 140,000 already lost in the creative areas impacted by bootlegged movies and other entertainment content. The Office first launched a campaign against pirated DVDs back in 2007 and then launched the “Piracy Doesn’t Work in NYC” campaign in 2010. This is the second stage of the campaign.

Contestants have until October 19 to submit their ideas. They’ll be judged by a panel that includes Whoopi Goldberg, MTV’s Sway, and James Schamus, CEO of Focus Features.

*Update: On December 5, the Office announced the winner of the contest. You can check it out here.

Publish date: September 15, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT