Anxious to bring balance to the debate on copyright reform, the Consumer Electronics Association, public interest groups and industry trade associations enlisted Qorvis to build and brand the world of digital technologies as leading the way to the future, and to educate consumers, the media and policymakers on the rights of artists and innovators in the digital age.
Qorvis developed a consumer and artist-focused campaign with strong and positive messages surrounding basic digital freedoms, all contained within a digitally-branded web communications outlet. As this issue became heated, Qorvis’ use of both traditional and non-traditional communications strategies to generate “StreetBuzz” and media attention on local, regional and national levels became increasingly important to a successful outcome. The campaign earned significant media coverage in national newspapers such as The Wall Street Journal, San Jose Mercury News, and the Los Angeles Times, as well as prominent local coverage across the country.
Through successful viral and grassroots efforts, web traffic increased significantly, and interest has converted into action as hundreds of innovators, consumers, and artists were recruited.