First there was the Boy Scouts' "Respect Copyrights" activity patch, backed by the Motion Picture Assn. of America.
Then there was "Crime-Fighting Canines," a weekly anti-piracy comic strip series for children in which two black Labrador retrievers named Lucky and Flo sniffed out bootleg DVDs. The series was part of a school education campaign led by the MPAA.
Now that group, along with the Recording Industry Assn. of America and the nation's main Internet service providers, is quietly backing another controversial push to educate schoolchildren about the evils of piracy.
A nonprofit group called the Center for Copyright Information, which is supported by the MPAA and other groups, has commissioned a school curriculum to teach elementary-age children about the value of copyrights.
The proposed curriculum is still in draft stage, but it's already taking flak.
Some critics say the curriculum promotes the biased agenda of Hollywood studios and music labels. Others contend it would use up valuable classroom time when U.S. public schools are already struggling to teach the basics.
"While it's certainly a worthy topic of discussion with students, I'm sure some teachers would have a concern that adding anything of any real length to an already packed school day would take away from the basic curriculum that they're trying to get through now," said Frank Wells, spokesman for the California Teachers Assn.
The MPAA blames the illegal distribution of movies and TV shows for causing billions of dollars annually in lost revenue and damaging the livelihoods of workers who depend on the industry. The trade group has tried various tactics over the years to fight the problem, from filing lawsuits against college students who illegally downloaded movies to backing ill-fated federal laws that would shut down rogue websites.
The next battleground could be the classroom.
Called "Be a Creator," the proposed copyright curriculum is for students in kindergarten through sixth grade. It includes lesson plans, videos and activities for teachers and parents to help educate students about the "importance of being creative and protecting creativity," with topics such as "Respect the Person: Give Credit," "It's Great to Create," and "Copyright Matters."
The program is being prepared by the California School Library Assn. and the Internet Keep Safe Coalition, known as iKeepSafe, a nonprofit focused on helping children thrive in the digital environment. The group partners with educators, law enforcement agencies and major corporations, including Google, Comcast and AT&T.
"It's important to prepare children to succeed and thrive and learn how to share and create and move files in a way that's ethical and responsible," said Marsali Hancock, president of iKeepSafe.
The MPAA declined to comment and referred calls to the Center for Copyright Information, which is also working with iKeepSafe on the curriculum.
Jill Lesser, the center's executive director, told a House subcommittee in September that she hoped the curriculum would be tested as a pilot program in California in the current academic year, and eventually be adopted at schools nationwide.
In one 45-second video for second-graders, a student browses his photograph collection to decide which photos he wants to give to friends, post online or sell to neighbors. After the video, the teacher is guided to say:
"You're not old enough yet to be selling your pictures online, but pretty soon you will be. And you'll appreciate if the rest of us respect your work by not copying it and doing whatever we want with it."
A lesson for sixth-graders likens using copyrighted material without permission to copying someone else's homework assignment.