Policy and Advocacy
Unreal Campaign

The Unreal Campaign

The Unreal Campaign is INTA’s public awareness initiative designed to educate teenagers (ages 14-18) about the importance of trademarks, intellectual property, and dangers of counterfeit products. The Campaign has successfully reached over 9,000 students directly since its launch in 2012.

With the help of 70 INTA members, the Unreal Campaign Committee focuses on educating students through online and direct engagement initiatives in North America, Latin America, Asia, Africa and Europe.

The Campaign uses the following channels to reach its target audience:

Online Engagement:
Direct Engagement:
  • In-class outreach
  • Student engagement events
  • Participation at third party, youth-targeted events 
2017 Events: 
  • Yangon, Myanmar: Student Engagement Session (January 2017)
  • Mandalay, Myanmar: Student Engagement Session (January 2017)
  • Naypyidaw, Myanmar: Student Engagement Session (January 2017)
  • Chicago, Illinois (USA): Student Engagement Session (January 2017)
  • Chicago, Illinois (USA): Student Engagement Session (January 2017)
  • Beirut, Lebanon: Student Engagement Session (January 2017)
  • Barcelona, Spain: Student Engagement Session (February 2017)
  • Milan, Italy: Student Engagement Session (March 2017)
  • Grand Cayman, Cayman Islands: Student Engagement Event (April 2017)
  • Arequipa, Peru: Student Engagement Event (April 2017)
  • Arequipa, Peru: Student Engagement Event (April 2017)
  • New York, New York (USA): Student Engagement Event (April 2017)
  • Singapore: Student Engagement Session (April 2017)
  • Hanoi, Vietnam: Student Engagement Session (April 2017)
  • Anaheim, California (USA): Exhibition Booth at DECA Conference (April 2017)
  • Rio de Janeiro, Brazil: Student Engagement Session (April 2017)
  • San Jose, Costa Rica: Student Engagement Session (April 2017)
  • San Pedro Sula, Honduras: Student Engagement Session (April 2017)
  • New Delhi, India: Student Engagement Session (May 2017)
  • Toronto, Canada: Student Engagement Session (May 2017)
  • Santiago, Chile: Student Engagement Session (June 2017)
  • Lagos Ajah, Nigeria: Student Engagement Session (June 2017)
  • Cusco City, Peru: Student Engagement Session (September 2017)
  • Bangkok, Thailand: Student Engagement Session (September 2017)
  • Felsted, England: Student Engagement Session (October 2017)
  • Felsted, England: Student Engagement Session (October 2017)
2016 Events:

  • Rome, Italy: Student Engagement Session (February 2016)
  • Singapore: Student Engagement Session (March 2016)
  • New York City, NY (USA): Student Engagement Session (March 2016)
  • Fond du Lac, Wisconsin (USA): Student Engagement Session (March 2016)
  • Managua, Nicaragua: Student Engagement Session (April 2016)
  • Nashville, TN (USA): Exposition Booth at DECA Conference (April 2016)
  • Sydney, Australia: Student Engagement Session (April 2016)
  • Ottawa, Canada: Two Student Engagement Session (May 2016)
  • Chicago, IL (USA): Student Engagement Session (May 2016)
  • Grand Cayman, Cayman Islands: Student Engagement Sessions (June 2016)
  • Rio de Janeiro, Brazil: Student Engagement Session (July 2016)
  • Cape Town, South Africa: Student Engagement Session (August 2016)
  • Panama City, Panama: Student Engagement Session (October 2016)
  • Metro Manila, Philippines: Student Engagement Session (October 2016)
  • Atlanta, Georgia (USA): DECA Fall State Leadership Conference (October 2016)
  • Boston, Massachusetts (USA): DECA Fall State Leadership Conference (October 2016)
  • Washington, D.C. (USA): USPTO Trademark Expo (October 2016)
  • Sydney, Australia: Student Engagement Session (October 2016)
  • Ikeja Lagos, Nigeria: Student Engagement Session (October 2016)
  • Chicago, IL (USA): Student Engagement Session (October 2016)
  • Beirut, Lebanon: Student Engagement Session (October 2016)
  • Detroit, Michigan (USA): Student Engagement Session (November 2016)
  • Phoenix, Arizona (USA): Student Engagement Session (November 2016)
  • Buenos Aires, Argentina: Student Engagement Session (November 2016)
  • Bromley, United Kingdom: Student Engagement Session (November 2016)
  • San Jose, Costa Rica: Two Student Engagement Session (November 2016)
  • Hong Kong, China: Student Engagement Session (November 2016)
  • West Palm Beach, Florida (USA): Student Engagement Session (November 2016)
  • Hollywood, Florida (USA): Two Student Engagement Session (November 2016)
  • Paris, France: Student Engagement Session (November 2016)
  • Lima, Peru: Student Engagement Session (November 2016)
  • Trumbull, Connecticut (USA): Student Engagement Session (December 2016)
  • New Delhi, India: Students Engagement Session (December 2016)
2015 Events:
  • New York City, NY (USA): Student Engagement Session (March 2015)
  • Mexico City, Mexico: Student Engagement Session (March 2015)
  • Orlando, FL (USA): DECA Conference (April 2015)
  • San Jose, Costa Rica: Student Engagement Session (July 2015)
  • Bogotá, Colombia: In-Class Outreach (October 2015)
  • Rio de Janeiro, Brazil: AIPPI Conference (October 2015)
  • Boston, MA (USA): DECA Conference (October 2015)
  • Panama City, Panama: INTA’s Leadership Meeting (November 2015)
  • Austin, TX (USA): DECA Conference (November 2015)
  • Cartagena, Colombia: ASIPI Conference (November 2015)
  • Italy, Rome: Video Contest at LUISS (November 2016)
2014 Events:
  • New York, NY (USA): Student Engagement Session (March 2014)
  • Atlanta, GA (USA): DECA Conference (May 2014)
  • Atlanta, GA (USA): Students Engagement Session (May 2014)
  • Hong Kong, China: Students Engagement Session (May 2014)
  • New York, NY (USA): Student Engagement Session (May 2014)
  • Bogota, Colombia: Student Engagement Session (August 2014)
  • San Francisco, CA (USA): Student Engagement Session (September 2014) 
  • Alexandria, VA (USA): Students Engagement Session in conjunction with the USPTO EXPO (October 2014)
  • Munich, Germany: Students Engagement Session (December 2014)
2013 Events
  • Chicago, IL (USA): Student Engagement Session (October 2013)
  • Miami, FL (USA): Student Engagement Session (November 2013)
  • New York, NY (USA): Student Engagement Session (November 2013)

Contact Us

To learn more about the Unreal Campaign, please contact INTA’s Unreal Campaign Coordinator Laura Heery at

Unreal Campaign 2017 Sponsors


CompuMark provides the industry’s broadest range of trademark research and brand protection solutions. We enable trademark and brand professionals worldwide to launch, expand and protect strong brands through unmatched global content, expert analysis and tools, and best-in-class service.

CSA Group

CSA Group is a global organization dedicated to safety, social good and sustainability. CSA Group is one of the largest standards development organizations in North America – conducting research and developing standards for a broad range of technologies and functional areas. CSA Group is also a global provider of testing, inspection and certification services for products in many market sectors – and a leader in safety and environmental certification for Canada and the US. The CSA certification mark appears on billions of products worldwide. For more information about CSA Group, please visit

eBay Inc.

eBay Inc. (NASDAQ:EBAY) is a global commerce leader including the Marketplace, StubHub and Classifieds platforms. Collectively, we connect millions of buyers and sellers around the world, empowering people and creating opportunity through Connected Commerce. Founded in 1995 in San Jose, Calif., eBay is one of the world's largest and most vibrant marketplaces for discovering great value and unique selection. In 2016, eBay enabled $84 billion of gross merchandise volume. For more information about the company and its global portfolio of online brands, visit


Google's mission is to organize the world's information and make it universally accessible and useful. Through platforms and products like Search, Maps, Gmail, Android, Pixel, Google Home, Chromecast, Daydream, Google Play, Chrome and YouTube, Google plays a meaningful role in the daily lives of billions of people and has become one of the most widely-known companies in the world. Google is a subsidiary of Alphabet Inc.


Influential, innovative and progressive, Gucci is reinventing a wholly modern approach to fashion. Under the new vision of creative director Alessandro Michele, the House has redefined luxury for the 21st century, further reinforcing its position as one of the world’s most desirable fashion houses. Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail.

Gucci is part of the Kering Group, a world leader in apparel and accessories that owns a portfolio of powerful luxury and sport and lifestyle brands.


IP4Kids, is a CSR initiative of S.S. Rana & Co., to build a fully-fledged multilingual interactive website for the purposes of spreading awareness about Intellectual Property and Innovation among the younger generation. We aim to stimulate in the young minds of children a culture of innovation, and to inculcate in them a respect for the fruits of one’s labor, as we firmly believe that when one creates IP, he respects IP, as he expects others to respect his IP as well.

Building respect for IP means helping create an environment in which IP can fulfill its role to stimulate innovation and creation. It also means fostering an environment in which the system of protection provides equitable benefits for both innovators and users of IP.

Through our activities in this area, we just play our part to facilitate social and economic development and welfare, in accordance with the WIPO Development Agenda (Recommendation 45). Building respect for IP requires integrating elements encompassing, awareness and cultural change, business and technology solutions, and institutional collaboration.

Our endeavor is to provide a forum at which the relevant stakeholders continue to identify, discuss and elaborate creative solutions for building respect for Intellectual Property. Our workshops have focused on interactions with students, teachers and young grassroots innovators, etc., and in the past we have received support from WIPO. Additionally, we have also conducted Essay and Design competitions for children in celebration of World Intellectual Property & Industrial Design Day respectively.

New Era Cap Co.

Since 1920, New Era has been hand-crafting the finest headwear in the world. Today, with apparel and accessories lines, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe. With over 500 licenses in its portfolio, New Era is the brand of choice in the worlds of sport, fashion, music and entertainment.  The Company is headquartered in Buffalo, N.Y., and its products are sold in more than 80 countries. For more information on New Era’s global offices and partnerships, visit and social channels @neweracap. 

Tilleke & Gibbins

Tilleke & Gibbins is a leading Southeast Asian regional law firm with over 150 lawyers and consultants practicing in Bangkok, Hanoi, Ho Chi Minh City, Jakarta, Phnom Penh, Vientiane, and Yangon. Our firm represents the top investors and the high-growth companies that drive economic expansion in Asia in the key areas of commercial transactions and M&A, dispute resolution and litigation, and intellectual property. Established in 1890, we have grown into the largest independent law firm in Thailand and a leading international firm in Cambodia, Indonesia, Laos, Myanmar, and Vietnam due to our client focus, regional expertise, and international vision.

Unreal Campaign Partner

Lo Falso te queda Mal

Thinking of the consumers, a group of brand owners have created an awareness campaign called Lo Falso te queda Mal (Fake doesn’t suit you). The campaign has been developed exclusively for Latin America. They are a series of cartoon short stories that show the consequences of buying fakes.

For news, tips of how to identify a fake product and more information, visit the campaign’s website

Volunteer With The Unreal Campaign Today!

With the help of dedicated INTA member volunteers and the Unreal Campaign Committee, INTA has brought the Campaign to teenagers (ages 14-18 years old) all around the world, through both online and direct engagement initiatives. 

We would like to thank the members that have volunteered to teach the over 9,000 students to date!

Further questions about volunteering for the Unreal Campaign should be directed to Laura Heery, Unreal Campaign Coordinator at

2017 Sponsorship Opportunities for the Unreal Campaign

Since its launch in May 2012, the Unreal Campaign has reached more than 9,000 high school students in the United States. The Unreal Campaign aims to teach young people about the value of trademarks and the importance of buying genuine products. Unreal sponsors help support Unreal’s awareness activities, such as development of digital content, video blogs, targeting of information to teens and organization of student engagement session events to maximize outreach. In addition, Unreal sponsors will be recognized by IP-intensive industries, government and the academic community for their commitment to the education of young purchasers in intellectual property matters and IP rights.

Sponsors of the Unreal Campaign provide important support to the campaign’s consumer awareness activities. These include the creation of digital content and video blogs, and the organization of in-person student engagement events. In return, Unreal Campaign sponsors receive benefits and are recognized by key stakeholders in the trademark community and the public at large for their commitment to educating young consumers about intellectual property and counterfeiting.

For more information, please review the 2017 Unreal Campaign Sponsorship Brochure

New! The 2018 Unreal Campaign Sponsorship Brochure is now available! 

Contacts: Laura Heery, Unreal Campaign Coordinator ( and Paula Lee, Manager, Exhibitions & Sponsorship (