Brazil launches nationwide anti-piracy campaign targeting illegal TV boxes

At RioMarket during the Rio Film Festival, FICA announced an anti-piracy awareness drive that will initially cover Brazil’s three most populous states—São Paulo, Minas Gerais and Rio de Janeiro—before rolling out across the country. The campaign, designed by ad agency 11:21 on a pro bono basis, will appear on free and pay television, radio, out-of-home billboards and in movie theatres, with local media, telecom and exhibition groups donating ad space.

It uses cinematic pirate characters to convey the message, diverging from typical law-enforcement tones. Participants include the anonymous tip line Disque Denúncia, enabling citizens to report suspected piracy without revealing their identity. Industry figures cite a 2022 IBGE study estimating annual piracy losses at 12 billion reais and note that illegal TV boxes, often smuggled from Asia, threaten both revenue and user cybersecurity.