The Brief

This live creative brief should be the basis for your campaign. To stand the best chance of catching the judges' attention, make sure you read it in full and use the supporting Resources to inform your own creative campaign.

To enter this competition, all you need to do is create an original advert designed to encourage young people to respect the film, video and TV (also known as 'audio-visual' or 'AV') industry in the UK and the amazing creative talent and hard work that goes into making the films and TV shows we love and make the positive decision to choose official film and TV.

You can work in groups of up to four, or independently and there are two age groups for entry, 11-14 and 15-19.

Choose ONE of these formats to present your ideas:

A poster campaign (two or three posters)
A radio campaign (two or three radio commercials of up to thirty seconds each)
A filmed or animated advert of up to thirty seconds

Read through each of the sections below then download the brief to get going on your ideas!

Be Creative Brief 2011:

What does my entry have to do?

Your campaign needs to:

Encourage young people to respect the UK audio-visual industry
Encourage young people to make the right decision and choose to watch official film and TV

What's the key message?

We are looking for adverts which bring to life ONE of the following key messages.

Promote the creativity and hard work that goes into making original AV content in the film, video and TV industry. It takes many dedicated people working behind the scenes, celebrities are not the only people involved in creating film and TV

OR
Demonstrate the positive role copyright plays in protecting the future of film and TV. Because when people choose official film and TV it means the audio-visual industry can invest in future production and keep making the movies and TV shows we all love

OR
Bring to life the value of the film, video and TV industry to the UK economy. Because the audio-visual industry, and all the creative industries, make a huge contribution to the UK economy

OR
Celebrate how much people love film and TV and demonstrate that great film and TV moments are quite simply worth paying for. Because our favourite films and much loved TV shows are sometimes heart-stopping, often hilarious, but they always make us feel

Top tip

Don't fall into the trap of criticising young people for accessing unofficial TV shows and films. Young people are often depicted as the problem—but that's not true. The reality is that the overwhelming majority of young people want to do the right thing and access film and TV responsibly. The most effective campaigns will be the ones which bring to life the positive reasons why young people should do the right thing. Not the campaigns which criticise young people or stereotype young people as the problem.

Who is the campaign aimed at?

Your campaign should target your own age group—that is, 11-18 year olds. You may choose a particular age bracket within this group. Think about what appeals to you, and see if you can be as persuasive with your campaign to people like you.

Where should I look to find out more?

You need to research your campaign before you get started. Use the Resources on this site to help you; you can also use these websites to find more information:

British Film Institute Statistical Yearbook is a large document available online, with lots of information about the UK film industry: http://statisticalyearbook11.ry.com/?id=82736

The Industry Trust's website for learning about copyright: http://www.copyrightaware.co.uk/learning-about-copyright/learning-about-copyright.asp

Skillset research about the creative industries: http://www.skillset.org/research/overview/industries/