The campaign Share With Care (SWC) was launched in 2012, where the discussion about pirate copying of creative content divided the parties and where the battle lines were sharply drawn among the telecom providers, copyright owners, authorities, artists and users. At the same time, a long list of legal digital services on the Internet had sprung up which many Danes had already starting using, and the time was marked by a growing digitally legal market challenged by pirate ventures. In the summer of 2012, after several years’ negotiations between the industry’s interested parties, the Danish Ministry of Culture launched a ‘Copyright Package’. It contained eight initiatives, one of which was a unified campaign between three parties: the Telecom Industry Association, the copyright industry and the Danish Ministry of Culture. Additionally, the Danish Consumer Council, as a representative for consumers, was invited to conceptualize the campaign.
SWC’s declared purpose was split into three parts:
- To strengthen the public’s understanding of legal services on the Net, giving access to games, music, films, books et cetera, providing specific information about copyright and legal services.
- To orientate users towards legal alternatives through nudging, to better understand users’ needs and behaviour and to achieve a more nuanced insight into particularly young people’s digital behavior.
- To strengthen the growth in creative culture sectors, limiting pirate copying by expanding the knowledge and promoting access to usable legal cultural services.
Therefore, SWC’s budget of DKK 3 million was invested into a flexible campaign design over a year, where the success criterion was primarily to be able to ‘start a movement’, testing new methods and approaches to nudge users towards using legal digital services. The campaign launched trial balloons to gather knowledge, develop tools and methods in the primary target group – the young cultural users – and in relation to initiating a new constructive collaboration of knowledge sharing among the field’s interested parties which still lives on today.
In spite of some uncertainties in polls and complications in relation to establishing partnerships, the steering committee will conclude that the campaign has achieved its objective within several parameters:
- SWC has brought all interested parties together: users, the industry and authorities to develop and exchange ideas about the possibilities and challenges of digital culture.
- SWC has built up an unique knowledge base and created interest amongst the interested parties working with digital culture in entirely new ways and in entirely new communities.
- SWC launched a positive movement communicating about the subject using new methods that interested parties can work with in the future.
- SWC has achieved on average three stories in the press per week.
- SWC has introduced nudging methods influencing consumers towards legal services and has through different activities – e.g. web nudging in commercial colleges and blocking nudges on illegal streaming services – shown that it is possible by a few communicative means to influence user behaviour.
- SWC has created a platform and a toolbox for future dialogue with a joint understanding among the interested parties that it is possible to change behaviour through positive communication regarding legal services.
- SWC has shown that the trench warfare from earlier days regarding copyright discussions is softening.
Here you can find the evaluation of the Share With Care campaign in its entirety: