Campaign Presentation: Do It Legally

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Slide 2: •Pr obl em Col fa c le g e in g Cam pus es • Le g is la t i En a on c te d • RI AA • Th eU n iv e Ge o r s it r g ia yo f

Slide 3: T o f u lly a s s e s s t h e c u r r e n t c lim a t e r e g a r d in g ille g a l d o w n lo a d in g a n d t h e a t t it u d e s t o w a r d s p o t e n t ia l c o n s e q u e n c e s o n th e UGA c a m p u s ~A c Re a d e m s u rv e y s ( 1 2 e a r c ic •S h a rt l • Le g a ic l iv e es e rn a t ~M ) A lt ed p t io n s ia Co O ve s ra g G ro u p (8 4 s e • Fo c u f r o a r t ic mC le s nt Ne C o n te w s o lle g • pa s is pe e A n a ly f d ie s o rs ) tu ase S •C o o ls

Slide 4: Me s s a g e T e s t in g y a t o ra n d -Apparent knowle or dge of x p le a r c h t i n g Es R e a n d Te s Ruckus B r s u lt s - Knowledge of le Re gal l issues illegaers? - No nload s essage dow - Simply economic tation m download illegally al to - Orien s g iTune in rwhelm - Ovee usag “ I know there are hundreds or millions of people illegally downloading and I am downloading so few. It is not anything.” - St udent i n Rus s el l Ha l l Foc us Gr oup

Slide 5: Ke y Me ss ag ~ Ed es ucat thro ugh ion cons r equ eal ence ~ Ho s Ke y nest intim idati not Me s s a g e s ng ~ Ap ~ a “cool factor” and proach approach able auth entic ~ legal alternatives are superior to illegal options ~ promoting attractive legal alternatives

Slide 6: ts o rm UG A s tu d e n G o a l: leog inlf T a t h a t il w n lo a d a bgle isb a n a v io r d o c c e p t in nd eh naa una la ek p te n o T e c u ig we e x mpa us h “p a c Mo nd a y: C ha p te r P r e s e n t a t io n s Tu e s d a y : P a n el D is c u s s io n Tu e s d a y - Th u r s d a y: C la s s r o o m P r e s e n t a t io n s a nd D in in g H a ll P r o m o t io n a l E ve n ts F r id a y : C a

Slide 7: f o r m U G A s t u d e n t s t h a t ille g a l d o w n lo a d in g c e p t a b le b e h a v io r Ta g e c ti s o ne c s t c o c ia r a t e o to c t ic s t e th v e r l m Ta n e ra n a l e v e c ag e di e g m e e n t a m pe o a o a d it i tr s s s a a ig f d ia g e : me a g nd -P v e ra n o es B l it c c : og h to s s ease -T - l s Re wi s P re tte a nt -C r e le v e r s r L is a m to s pap ts p u w er s ne vs

Slide 8: f o r m U G A s t u d e n t s t h a t ille g a l d o w n lo a d in g c e p t a b le b e h a v io r Ta c p r o t ic s t o c a m o te mp a ig t h e th r n ou gh me d ia s o c i al ~ ou t le Ca ts : mp a ig T a c t ic s t o nW ~T w p ro m o te th e eb it t e s it c a m p a ig n t h o u g h~ C a e mp r ~ a ig t r a d it io n a l nB Fa c lo g p u b lic it y eb ~O n oo kg lin e m a t e r ia ls Vid r o u p ~In f o r m a t io n a l eo s ra c k c a rd s ~B r a n d e d c a m p a ig n

Slide 9: G o a l: T o p r o m o t e le g a l m e d ia d o w n lo a d in g p r o g r a m s t o UGA s tu d e n ts To i nc r eas re a s e th e e T o in c pe r t tu d e n cen ss of s ta g e of U a re n e G s tu d A aw s kus , a r e nt Ruc s ub o d ic a t s c ri a n in p t io to R l ns f le g a uc k t iv e s , o us , an i as a n d ic a lt e r n a s t 5 a of u s e o to r y a t le b y b le g a f t e rc e n l p a lt e f e nd o r b y 5 n a t iv e s th e p a ig n m , he c a pe r t b c

Slide 10: G o a l: To promote legal media downloading programs to UGA students - Incl usion of leg altern al ative inform Face book ation fic grou on of traf p and on site - Directi Web nd - Giv cebook a eawa to Fa ys an inform r eb site fo d ation W tion in all from lterna informa legal tives d ations an present als ia materi med

Slide 11: Soc ia l M e di -23 a 3F a G c ro u p M e book e mb -2 8 e rs 9u n v is i t o r s iq u e cam t p a ig o s it e nW ( w it eb v ie w h 1, Pa ne l 000 s) - Mo D is c u s r s io n p a g e th a n e vi e w s 3 ,2 0 0 - Mo re Ug a th a n 1,1 .e d at 00 u /d y p o te n ti o it le al s oc gal ia l l a nd o n n -h 2 7 t a fo o lin e m e r e T w e t llo w - Mo d ia c im p r e s 0 F a i t t es rs i o n e r s o n s s io 0 ns a bo 3 ,3 e mpr pa ne l e ut i ve nt ace F A h UG ng d u ri Mo re th w it s a n 7 0 ,0 de nt 00 o t e n t ia s tu k We e l Pus h r a d it io n al med ia p r e s s io ns a bo ut a ne l e v e nt 00 - 1,7 ns

Slide 12: P ro g ra m : P re - P o s t- D if f e r C a m p a ig n C a m p a ig n e nc e S u rv e y S u rv e y Us e o f 20% 3 5 .5 % +1 5 . 5 Am a z o n % Us e o f 5 7 .3 % 7 3 .1% +1 5 . 8 iT u n e s % F a m ilia r it y 20% 3 8 .7 % +1 8 . 7 w it h % P a n d o ra F a m ilia r it y 3 4 .5 % 5 5 .9 % +2 1 . 4 w it h W a l- % m a rt F a m ilia r it y 5 7 .3 % 8 2 .8 % +2 5 . 5 M u s ic w it h % N a p s te r F a m ilia r it y 4 3 .6 % 6 2 .4 % +1 8 . 8 w it h % Rha p s o d y F a m ilia r it y 2 4 .5 % 4 5 .2 % +2 0 . 7 w it h % Ruc kus

Slide 13: S u rv e y Me a s u re P re - P o s t- D if f e r Campai Campai e nc gn gn - e .4 6 I p la n t o c o n t in u e 3r . 9 y 0 2 .4 4 1 S u ve S u rv e y u s in g p r o g r a m s lik e L im e w ir e o r Ka z a a to d o w n lo a d m u s ic I d o w n lo a d m e d ia 3 .4 6 2 .5 3 - fo r fre e . e ve n th o u g h I 0 .9 k n o w it is ille g a l. 3- I d o w n lo a d m e d ia 4 .3 8 1.5 5 ille g a lly u s in g a 2 .8 U G A In t e r n e t 3 c o n n e c t io n . I r e a lly d o n o t 4 .0 6 2 .18 - 1.8 8 b e lie v e I c a n g e t in r e a l t r o u b le f o r d o w n lo a d in g Ev e n th o u g h I h e a r 3 .7 4 2 .4 2 - 1.2 4 ille g a lly . o f p e o p le b e in g f in e d f o r ille g a l d o w n lo a d in g , I

Slide 14: R e c o m m e n d a t io n s - Ge nera l - Fa c Impr e to Fa ce essi ons - So cial Med and ia Onli ne - Ca mpa ign W - Ev eb s ents ite