WASHINGTON: The Business Software Alliance (BSA) has tapped Widmeyer Communications to extend its fight against software piracy to college campuses across the country.
Students are increasingly able to illegally download even the largest software as broadband access and higher-power computers permeate American campuses. The music industry has been grappling with the same issues in the past year, but has received much more media coverage of its copyright crisis.
Nevertheless, BSA research suggests that only 32% of American students currently pay for the software that they use, and that two out of three would consider illegal downloading.
The campaign will seek to change those numbers by altering perceptions of the practice. A primary target will be the language associated with downloading software - replacing the term "piracy" with "stealing," for example.
The small-budget campaign is still in its development phase, but it is expected to consist largely of brochures and a website. It also will include "a series of marketing/communications strategies to drive students to the website," said Lisa Manley, the Widmeyer VP and group director, who is leading the BSA account.
The BSA, an advocacy group representing software manufacturers around the world, also works with Dittus Communications on matters of anti-piracy legislation.