ASCAP Anti-Piracy Campaign


The Challenge

The biggest challenge facing the music world is piracy.  Many people consider downloadable music to be free and shared. Those attitudes are well entrenched among young adults and teens, who say that stars like Beyoncé and Sony Music make millions and they won’t miss a few dollars.

The Idea

Create a campaign directed to Pre-teens and Tweens, about to go into the market, who haven’t developed this attitude yet and appeal to their sense of fairness by telling them it’s not just the stars you’re hurting but all the little people who make up the music business and rely on their salaries for survival. The campaign, “Donny the Downloader” – Don’t be a Donny.

The Result

Campaign successful in tests. Time will tell if attitudes shift.