Press Releases
Press Release

Jean-Claude Darné
Manager, Communications

Laura Heery
Coordinator, Communications
  INTA’s Unreal Campaign Releases New Educational Videos

New York, NY – June 8, 2016
– In conjunction with World Anticounterfeiting Day (June 8), the International Trademark Association’s (INTA’s) Unreal Campaign has released a series of videos to educate teenagers on trademarks, their value, and the dangers of buying counterfeit goods. Since its launch in 2012, the Campaign has reached more than 6,000 students, and it continues to grow and expand internationally across Africa, Asia, Europe, Latin America, and North America. In 2016 alone, INTA has launched the Unreal Campaign in Australia, Canada, Italy, Nicaragua, and Singapore.

To connect with teenagers, the Campaign has released 10 videos targeting teenagers in Argentina, India, Philippines, and the United States. These videos will be used during direct student engagement presentations, in online engagement initiatives, and across social media.

“We want these videos to resonate with teenagers—and we want them to be encouraged to share their personal stories as well,” says INTA CEO Etienne Sanz de Acedo. “Today’s teenagers are tomorrow’s leaders. While the counterfeiting problem will not be a quick fix, educating our future leaders and consumers is an integral part in addressing this challenge. We find that many teenagers do not learn about trademark protection in schools, so through our Unreal Campaign we are able to begin the dialogue with them.”

In 2007, worldwide counterfeiting was valued at an estimated $250 billion and accounted for 1.8% of world trade. By 2013, it had grown to $461 billion and 2.5% of world trade. These statistics are included in two reports by the Organization for Economic Co-operation and Development (OECD), published in 2009 and 2016, respectively. “As leaders in the intellectual property industry, we have a commitment to educate younger consumers on counterfeiting facts,” emphasizes Sanz de Acedo.

Please visit the Unreal Campaign’s YouTube channel for all of the latest videos and share them using the official Campaign hashtag (#UnrealCampaign) and World Anticounterfeiting Day’s hashtag (#WACDay2016).

About INTA
The International Trademark Association (INTA) is the global association of trademark owners and professionals dedicated to supporting trademarks and related intellectual property in order to protect consumers and to promote fair and effective commerce. Members include more than 6,700 trademark owners, professionals and academics from more than 190 countries, who benefit from the Association’s global trademark resources, policy development, education and training, and international network. Founded in 1878, INTA is headquartered in New York City, with offices in Brussels, Shanghai and Washington, D.C., and representatives in Geneva and New Delhi.