September 08
Unreal Campaign Launched in Cusco, the Historical Capital of Peru

On August 14, 2017, the Unreal Campaign gave a presentation at Pukllasunchis School in Cusco, the historical capital of Peru. 

This is the third time that the Unreal Campaign has presented its program in Peru. Pukllasunchis, a private school founded in 1988, is one of the few schools in Peru that operate based on a non-traditional educational model. The educational proposal of the school revolves around the four thematic axes on which daily work is sustained: multiculturalism (with a strong presence of Quechua and Andean culture), environment (engaging in daily practices to protect the environment and recovering ancestral knowledge, gender (recognizing stereotypes and prejudices in order to reflect and act on them), and values and attitudes (solidarity, autonomy, labor, organization, and creativity).

Ms. Luisa Alvarez, INTA member, conducted the presentation for a total of over 100 students ranging in age from 14 to 17 years old. The audience also included two teachers.

The hour-long presentation included a display of the Unreal Campaign learning materials and three Unreal Campaign Spanish videos.

Ms. Ann Chaitovitz, Intellectual Property Attaché for Andean Region at the U.S. Department of Commerce, also participated, giving a 5-minute talk about the numbers and types of victims of the counterfeit industry.

During the event, students showed a great interest in trademark protection, enforcement, and the consequences of buying counterfeit goods. The students recognized that IP protection and enforcement are in alignment with the principles of their school, which fosters intellectual creativity and human values. 

Students were particularly attentive when the presenters shared current examples in the local market that showed how harmful it can be to support the manufacture and sale of counterfeits. 

Students also mentioned that because of Peru’s economy, many Peruvians cannot afford to buy genuine goods. Different solutions to this problem were suggested by both the presenters and the students themselves. 

The session was dynamic and interactive, and students asked a lot of questions that looked ahead to what might serve them in the future when they become entrepreneurs and create their own businesses.

As usual, the part that students enjoyed the most was distinguishing fake from genuine products shown in the slide presentation. They were given the opportunity to share with the group how they had spotted the counterfeit goods. Further tips were provided as to other characteristics that might be a “red light” when making purchasing decisions.

The presenters encouraged students to “think twice” before buying counterfeit products because the counterfeit industry is not victimless. Finally, we all agreed that “if you buy peanuts, you get monkeys.”

Thank you to our 2017 Unreal Campaign sponsors for making this possible. If you are interested in become a Campaign sponsor and/or volunteering with Unreal, please contact Laura Heery ( 

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