We are taking the Get Real message to a college
campus near you.

IACC College Outreach Campaign

Counterfeiting has exploded into a $600-billion-a-year problem. Growing over 10,000 percent in the past 20 years. While the International Anti-Counterfeiting Coalition has been attacking the problem through legislative and law enforcement venues, the consumer demand, especially in the apparel, luxury products, sporting goods and entertainment categories is skyrocketing.

In 2005, IACC launched the Get Real campaign to educate consumers about the unintended consequences of purchasing counterfeit products through the media. Results have included national coverage in numerous outlets including regional newspapers such as the Oakland Tribune, Miami Herald, Washington Times, Hartford Courant, Portland Press News, Florida Today; consumer magazines like Harper's Bazaar, Men's Health and Shop, Etc.; business publications like BusinessWeek; and many regional and national television spots.

This year the IACC launched the College Outreach Campaign to take the Get Real message directly to consumers who create a large demand for fakes - young adults.

Research

Research tells us that if consumers know the effects of buying counterfeits, they quickly change their perceptions.

Currently, most consumers see no problem with buying fakes. According to a 2005 survey by the leading global market research firm Synovate, the majority of Americans are purchasing designer replica clothing, accessories and technology. Through interviews with 1,648 people worldwide, and 539 in the United States, Synovate uncovered that many Americans are purchasing counterfeit products - and even more disturbing - there is no guilt or social taboo associated with purchasing "knockoff" products as opposed to the real thing.

• 59% said they had purchased an imitation brand name product
• 96% attributed their decision to purchase imitation products to the lower price of the replica
• 90% claimed they would have no difference of opinion or respect for a person if they had a fake or imitation brand name product

The Campaign

The goal of the IACC College Outreach Campaign is to educate college students about the unintended consequences of purchasing counterfeit products so as to change their minds and attitudes and begin to change behavior - making the act of purchasing fakes un-cool.

This year, three test colleges in Miami, Washington D.C., and Columbus, Ohio, signed on to participate in the College Outreach Campaign. Each campus will develop, implement and measure a student education effort.

Early Results

Miami and Washington D.C. kicked off t fall 2006. Oakley, Perry Ellis, Holihan Law are several of our sponsors. In Columbus, the planning stage is complete and implementation began in September.

In Columbus, The Ohio State University's Public Relations Students Society of America took on the project. In March 2006, the OSU sponsors (PICA, Abercrombie & Fitch, and Limited Brands) introduced the campaign to a group of students in an upper-level strategic planning marketing class. Plans are underway to introduce the campaign to on many other campuses, as well. For information on participating, either as a college or sponsor, please contact Melina Metzger at Paul Werth Associates at 614-224-8116 or via email at mmetzger@paulwerth.com for detailed information packets.