The United States Patent and Trademark Office (USPTO) and the National Crime Prevention Council (NCPC) set in motion the newest public education resources for the Go For Real Anti-Counterfeiting Campaign online today. The messaging of the resources directs young consumers’ attention to the dangers associated with fake electronics, personal care products, and sports gear.
The newly released resources include radio, social media, print, and out-of-home ads aimed at teens, tweens, and parents who–once informed–can be powerful influencers. The materials also feature the online Go For Real Challenge, which is an interactive game that allows players to identify which from a list of items are the shoddy ingredients often found in popular counterfeit products.
“Consumers often believe counterfeit goods perform the same as authentic goods,” said NCPC President and CEO Ann Harkins. “What they may not realize is that the unregulated materials in counterfeits–overworked batteries, urine, lead–can cause fires, diseases, or even death. Fake electronics alone cause 70 fatalities and 350,000 serious injuries every year.”
Building on the assets USPTO and NCPC released in November, the new ads, crafted by creative firm FILMSTERS, mirror the findings NCPC and its research partner, Ipsos, collected from in-depth studies conducted last fall. Hands-on youth testing workshops also played a major role in shaping the new Campaign messaging and imagery.
USPTO Commissioner for Trademarks David Gooder remarked, “Counterfeiters put the health, safety, and security of consumers at risk and knowingly damage and steal from valuable brands. As technology advances, so does the sophistication of counterfeit goods and virtually no industry is immune. It’s critical to help young teenagers and their parents understand that counterfeiting is not a victimless crime.”
The Go For Real public education Campaign is aimed at tweens and teens and ties in the intellectual property community and law enforcement. This Campaign increases the desire to buy genuine goods, raises awareness of the damage caused by counterfeits, changes attitudes, and changes counterfeit buying behaviors by educating young consumers on how to identify and avoid counterfeit goods. We want all consumers to develop–particularly while young–a desire to make smart buying decisions and buy legitimate goods.
For more on the Go For Real Anti-Counterfeiting Campaign, visit www.ncpc.org/GoForReal.