The document outlines research into online piracy, including interviews that found people are aware downloading content illegally is wrong but do not fear consequences, and changing laws will not stop the habit as long as free content exists. It then describes a website called "Sincerely Pirate" that allows anonymous confessions and discussions about piracy to better understand perspectives and offer alternatives. Initial promotion generated some traffic and posts but more engagement is needed through continued outreach and regular updates.

2. Discovery & Research

3. 1 on 1 interviews
“Pirating is just part of our society… everybody does it”
“If I have the chance to not spend money on something I don’t have to, I obviously don’t”
“i don’t feel like I steal anything, it’s not like going into the store and taking things”
“I have never purchased a movie online, it just doesn’t make sense to me”

4. secondary research

5. Interacting in forums & comment sections

6. Insights

7. you can change the law.
but not the habit.
things will not change
as long as there is free content available
Insights

8. Insights
people are aware
that what they are doing is wrong,
BUT no fear of consequences
+ law not enforced strictly enough

9. Insights
everybody has a different reason
why they share, download, stream

10. Online Piracy is often
complementing legal purchases
Insights

11. Insights
people have opinions on
why sharing should be legal
(/is actually legal)
,how to improve availability
,other solutions to the problem

12. Insights
Online piracy is not publicly discussed

13. IDEA

14. www.lennartfleschhut.com/sincerelypirate

15. Features
Confession page, to pick up #sincerelypirate and use on Twitter or leave anonymous confession
Discussion page, to utter personal opinion and engage in existing discussions
Projects page, featuring innovative approaches to offer alternatives to illegal downloading
Articles page, displaying the most recent articles published related to the topic
About page, explaining the concept of the project

16. Promotional Plan

17. Promotion
1. Reach out to friends to get some traction, posts, features/image on blog
2. Email websites, blogs like SF Bold Italic, Torrentfreak, HuffPost w/ call to action
3. Retweet users that used #s related to the topic &/or talked about the topic
4. Tweet to users/institutions that (might) be interested in the topic w/call to action

18. Content Strategy

19. Content Strategy
personally created content to start: Tweets, discussion questions
post articles about the topic from the last 30 days
integrate projects related to media consumption and feature on website
user created content: Tweets -> retweet, tweet anonymous posts, discussion participation

20. Traction so far

21. Website:
268 viewes
6 anonymous confessions
0 discussion participation
Twitter:
5 followers
#Sincerelypirate: 1

22. Whats next?
reach out to more people
offline promotional event
update project and article sections regularly
tweet anonymous confessions
retweet Twitter confessions

23. a project by
Lennart Fleschhut
lennart.fleschhut@gmail.com
fromgermanytosfandbeyond.tumblr.com
ADV_462_Digital Strategy
Fall 2014
www.lennartfleschhut.com/sincerely-pirate
@sincerelyprate