Integrated communication

Term: 01 July 2019 – 31 December 2019

Partners: AGATA, AVAKA, LATGA-A, Lithuanian Council for Culture

Problem: On 01 April 2019, The Radio and Television Commission of Lithuania started blocking websites distributing content illegally. This was a huge victory in an ongoing fight with online piracy. However, data showed that pirating habits were changing slowly and new websites helping to evade the law were emerging.

Solution: blunt communication without smoothing out. Introducing word “stealing” instead of “pirating” to everyday language with the help of well-known Lithuanian cinema and music artists.

Implementation: integrated communication campaign with Donatas Montvydas, Viktoras Diawara, Donatas Šimukauskas, Leon Somov, Žygimantas Kudirka, Vaidotas Valiukevičius and other acclaimed Lithuanian artists. Campaign launched with an opening event where Leon Somov and Žygimantas Kudirka invited their colleagues to cinema boutique “Pasaka” to introduce “Song That Never Existed”. Video clip trilogy was premiered during the event.    

Results: 20+ publications in major Lithuanian news sites and their social media profiles. Television channels TV3 and Init joined the campaign free of charge.