BSA steps up awareness efforts

Placements in print publications, an online component and a direct mail initiative are also part of the campaign. According to BSA figures, the broadband penetration rate in Hong Kong stands at about 56 per cent, making it one of the most heavily used mediums in the region. "This focuses on protecting users of the internet," said BSA's director of anti-piracy Asia, Tarun Sawney. "It is a public service awareness building campaign." The seminar included representatives from the Hong Kong Government, the Asia Digital Marketing Association, the Hong Kong ISP Association, Microsoft and eBay. It focused on issues such identity theft, spyware and intellectual property. "The younger generation is surfing the internet and downloading files through P2P file sharing networks, unaware of the risks," said Sawney. Upstream Asia has been tasked with the campaign's strategy, including event planning and management, as well as pre- and post-event marketing. The campaign will move to Singapore and Thailand in the coming weeks.