#Copyright Coalition of South Africa (CCSA)
The Copyright Coalition of South Africa (CCSA) led the #ActNow Campaign to oppose the adoption of the Copyright Amendment Bill and Performers’ Protection Amendment Bill. The campaign ran from February to May 2024, combining strategic PR, media advocacy, influencer partnerships, and digital mobilisation to influence public opinion and presidential decision-making.
The Challenge
What problem existed?
Following adoption by the National Assembly, the Copyright Amendment Bill was set to be presented to the President for assent. The creative industry widely viewed the Bill as flawed, threatening creators’ rights, income security, and long-term sustainability of South Africa’s creative economy
Why it mattered?
If enacted without revision, the Bill risked weakening copyright protections, enabling unfair “fair use” provisions, and disproportionately benefiting global tech platforms over local creators. This posed a systemic threat to authors, musicians, publishers, performers, and the broader creative value chain
The Strategy
Strategic Thinking
Position the campaign as an urgent national call to action, reframing copyright as an economic, cultural, and sovereignty issue, not a niche legal debate. The objective was to delay assent, reset the legislative process, and create space for redrafting laws that are fit for purpose.
Brand positioning
CCSA was positioned as:
- A unified voice of the creative industry. • A credible policy stakeholder representing creators’ economic interests.
- A catalyst for informed public discourse and industry mobilisation.
Target audience
- The President and executive decision-makers
- Policymakers and parliamentarians
- Creative professionals and industry bodies
- Media, cultural commentators, and the public
- International copyright and publishing organisations
Impact
- Sustained national debate across print, broadcast, and digital media
- Strong alignment of local and international opposition voices
- Elevated public understanding of the Bill’s economic and creative implications
- Successful delay momentum, enabling continued lobbying and engagement with the next administration
Alignment
The #ActNow campaign successfully aligned advocacy, media narrative, and digital mobilisation, positioning CCSA as a decisive industry leader capable of shaping national discourse, influencing policy timelines, and defending creators’ rights in a rapidly evolving digital economy.
