Discourage customers from buying pirated DVD's and encourage people to donate to the Anti-Piracy Foundation, the organisation committed to fighting the crime.

Hundreds of people who support piracy have now donated thousands of Rands to fight it. The net profits raised from the sale of our DVD's will be used to further enforce anti-piracy laws in South Africa. By flooding the market with our copies, people have become hesitant to buy pirated discs as they might fall onto one of ours.

Sell our own pirated DVD's and distribute them along the regular illegal channels. The campaign was launched with South Africa's most pirated DVD called Tsotsi. The only noticeable difference between our copy and an illegal copy was simple - our version stopped soon after the start of the movie and thanked them for their donation towards the efforts of anti-piracy.