Sally Schiffer of Terranova Marketing, the creative mind behind the campaign, says, "It is quite difficult to ask the public to report illegal software use, as it's generally seen as the wrong thing to do. We decided to keep the campaign light hearted by playing on the tag-line 'Ways to make money', combined with strong visuals to attract the public's attention."
With 36% of South African business using illegal software, the BSA advertising campaign aims to educate businesses owners on compliance and to encourage the reporting of illegal software use. South Africans will see billboards, street pole and magazine advertising on "Ways to make money" by reporting the use of illegal software.
"Piracy remains one of the major hurdles to realising the potential of the information economy in South Africa, on the continent and, indeed, around the world," says Stephan le Roux, the chairman of the BSA in South Africa.
"There is great concern for our local economy that over a third of software in use is illegal. This costs the SA economy an estimated R 950 million in lost revenue" continued Le Roux.
In addition, the campaign poses the question, "Are you 100% committed to your businesses? If so, why is your software not?"
