Creative Content Australia, the newly rebranded body of Australia’s film and television industries’ apex body, has announced an intense anti-piracy campaign with a higher focus on educating the public about the evils of piracy.

The organisation works for the promotion of copyright, creative rights, piracy research and education.  In the rebranding exercise, the erstwhile IP Awareness Foundation also expanded its membership by adding many film industry stalwarts. Accordingly, Village Roadshow Ltd. co-executive chairman Graham Burke joined as the new chairman of Creative Content.

Explaining the rationale of rebranding, Burke told Forbes that the new name Creative Content Australia is appropriate because “creativity and innovation are the essence of Australia and without copyright protection there will be none.”

Research has shown that 25 percent of Australians in the age group of 18-64 had been illegally accessing content. Even though rate of persistent downloading or streaming dropped from 13 to 10 percent piracy in the hardcore category at 40 percent remains unchanged.

Executive director Lori Flekser added that CCA will be working on the matter of whom to target. It might be mostly vulnerable people who dip in and out of piracy as well those on the edge, with an irresistible urge to get “something for nothing.”

He noted that Burke has been able to garner the industry support in ensuring that the campaign reaches the widest level. Another strategy will be working with universities and teacher training colleges to assist teachers in educating students on the ill effects of piracy.

Australia recently made news with a significant stride in anti-piracy drive by the closing of a website,, which had been free streaming thousands of films and TV shows. A coalition of the US studios in February applied to the Federal Court and obtained an order to shut the site down.

It was the first court action in Australia since the government passed the piracy laws in September 2015 that allowed content owners to persuade internet service providers (ISPs) into blocking piracy sites.

Meanwhile, adoption of the word ‘creative’ in the rebranding exercise has been noted for its significance. It reflects similar moves in the United States and United Kingdom where the high decibel anti-piracy rhetoric is giving way to softer tones with more emphasis on the artists and creators, reports Torrent Freak.