January 08
The Unreal Campaign Partners with ASIPI’s EDUCA Program in Cartagena

On November 27, 2015, during ASIPI’s 2015 Congress, INTA’s Unreal Campaign joined forces with ASIPI’s EDUCA Program to educate youth about the importance of trademarks and the dangers of counterfeit goods. The Unreal Campaign targets teenagers (14–18 years old), while EDUCA targets elementary-school-age students. The two programs worked together perfectly to educate all of the students at FUNDACION PIES DESCALSOS, the nonprofit school founded by the Colombian singer Shakira in 2004 in Cartagena, Colombia. 

Tatiana Carrillo (Partner, Lloreda Camacho & Co., Colombia), in affiliation with the Unreal Campaign, presented a program designed to educate teenagers on the value of trademarks and the negative consequences of infringement of trademark rights.  

Ms. Carrillo facilitated a special workshop where the students had the opportunity to be part of the “Innovative Department” of an imaginary company and to design the packaging and trademarks for that company’s hypothetical goods. The exercise helped students better understand the process by which companies create products and trademarks and the importance of not infringing other companies’ trademark rights. The more than 40 students who attended the workshop enjoyed working together and learning more about trademarks and counterfeiting. 

For more information on the Unreal Campaign, please contact INTA’s Unreal Campaign Coordinator Laura Heery at



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