How should IP improve its image?
IP has an image problem, particularly among young people. Three recent campaigns have taken rather different approaches
Talking to teenagers
At its Annual Meeting in Washington DC, INTA launched its Unreal
campaign, an aggressive initiative to educate teenagers on trade marks
and the effects of purchasing counterfeit goods. Unreal will begin by
reaching out to teenagers in the United States and will later expand to
other parts of the world.
Before the launch of Unreal, INTA conducted extensive research on
teenagers to learn their perception of trade marks and how they give and
receive information. It found that they feel little remorse after
purchasing fake goods. While they understand that purchasing counterfeit
products is frowned upon by businesses and government, they are not
aware of the negative consequences and the potential effects on them
However, after hearing about how certain counterfeit goods can affect
their health and safety and destroy their parents' or friends' jobs,
they became more concerned about the issue. And after learning about...
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