MUMBAI: Joined by the National Basketball Association (NBA), Yao Ming Foundation, China Film Copyright Protection Association (CFCPA) and Beijing Student Film Festival (BSFF), the Motion Picture Association (MPA), tipped off a campaign to promote awareness and respect for intellectual property rights (IPR), a poster featuring Yao Ming and carrying a personal message from the basketball superstar: “I Need Your Support, Copyright Protection Needs Our Support.”

Starting from today, the posters featuring Yao Ming will be posted in thousands of movie theatres and hundreds of campuses, spreading Yao Ming’s message to millions of consumers throughout China.

“Piracy has a severe impact on China’s domestic film industry. Yao Ming is an excellent ambassador for raising public awareness about IPR protection, benefiting China’s film, sport and other creative and entertainment industries,” said MPA Asia Pacific president and managing director Mike Ellis.

The campaign featuring Yao Ming follows a campaign featuring Hong Kong born movie star Jackie Chan and his personal message “Protect movies, say no to piracy!” Jackie and his message were featured on a wide range of promotional material including buses, fridge magnets and a 100 square-meter poster displayed in Beijing’s Silk Market, one of the busiest shopping streets in Beijing.

Jackie Chan’s work in support of IPR protection was recognized during the opening ceremony of the 2008 WIPO-NCAC (World Intellectual Property Organization-National Copyright Administration of China) International Copyright Forum, when he received the gold medal award for innovative individuals from WIPO.