The movie industry uses professional producers and movie stars such as Jacky Chan to promote that youngsters abide by the IPR laws, read here. Now, during the 15th Beijing Student Film Festival, the China Film Copyright Protection Association (CFCPA) and the Motion Picture of America Association (MPAA) launced a one minute film contest (in the categories of digital video, cartoons and mobile phone films) to let the group that might be most susceptible to copyright piracy to promote respect for IPR. Read Du Guodong's article for the China View here.
This encouraged (by the governement and interest group) grass-roots movement might be better perceived by the target group than a top-down approach.
Last date to hand in a film is March 15th, 2008.