INTA Brings the Unreal Campaign’s Anticounterfeiting Message to 100,000 Students Globally

New York, New York—September 24, 2025—The International Trademark Association (INTA) proudly announces that its Unreal Campaign has surpassed a major milestone: reaching more than 100,000 students directly through educational presentations. The Unreal Campaign is the Association’s consumer awareness initiative to educate young adults aged 14 to 23 about the importance of trademarks and brands, and the dangers of purchasing counterfeit products.

Since its inception in 2012, Unreal Campaign volunteers have delivered presentations around the world, in schools, colleges, universities, and at special events. In the 2024–2025 Committee Term so far, volunteers—all INTA members—have conducted 170 presentations in 22 jurisdictions, reaching 13,397 students and pushing the campaign past its ambitious 100K goal. Volunteers have now engaged young adults directly in 66 jurisdictions, across six continents.

“This milestone reflects the dedication of INTA’s global membership,” said INTA’s Anticounterfeiting Director, Alastair Gray. “From classrooms in the Philippines to universities in Chile, Nigeria, Singapore, and the UK, our message is resonating with the next generation.”

The Unreal Campaign’s mission is to raise awareness about intellectual property rights and the real-world consequences of counterfeit goods. Through presentations delivered in person, in classrooms, and interactive discussions, students learn how trademarks protect consumers and brands, and why counterfeiting poses serious risks.

“On behalf of our Association’s global community, I extend our gratitude to the many INTA members around the world who volunteered their time to help the next generation of consumers make informed purchasing decisions,” said INTA President Elisabeth Stewart Bradley (Bristol Myers Squibb Company, USA). “Surpassing 100,000 students is a proud milestone for INTA and the Unreal Campaign. This reflects the passion and commitment of our volunteers, and the importance of consumer awareness as one way to curb the demand for counterfeit goods.”

Alongside its real-world activities, the Unreal Campaign is driving engagement with young consumers on TikTok and Instagram, where, in the last 12 months alone, the Campaign has generated close to four million impressions.

The Unreal Campaign is a volunteer-run and sponsor-supported initiative. Our 2025 sponsors are: Alibaba, eBay, Donald Manasse Law Offices, Fast Retailing Co., GenZagainstFakes, Novartis, Mercado Libre, Puma, and Shopee. 2026 Sponsorship Opportunities for the Unreal Campaign are now open.

About the International Trademark Association:
The International Trademark Association (INTA) is a global association of brand owners and professionals dedicated to supporting trademarks and complementary intellectual property (IP) to foster consumer trust, economic growth, and innovation, and committed to building a better society through brands. Members include more than 6,600 organizations, representing more than 38,000 individuals (trademark owners, professionals, and academics) from 182 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 Beijing, Brussels, Santiago, Singapore, and the Washington, D.C., Metro Area, and representatives in Amman, Nairobi, and New Delhi. For more information, visit inta.org.

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Media Contact:
Jean-Claude Darné
Managing Director, Marketing and Communications
212-642-1774
[email protected]