/ Unreal Campaign: education for conscious consumption

Unreal Campaign is a global initiative of the International Trademark Association (INTA) that continues to expand its impact in Chile with a clear message: to raise awareness among young people about the importance of intellectual property, focusing on the value of brands in legitimate trade and the risks of counterfeit products.

Aimed at teenagers between the ages of 14 and 23, this educational campaign is rolled out through interactive presentations in schools, youth events, digital platforms, and social media, creating spaces for dialogue and reflection on responsible consumption and the protection of intellectual property.

In Chile, the Unreal Campaign has achieved a significant presence, and by 2025 it plans to reach more than 25 educational establishments in different regions of the country.

Our senior associate Laura Hernández Bethermyt, who is a member of INTA’s Unreal committee and representative of the Latam subcommittee in Chile, shared her thoughts on the impact of the Unreal campaign:

“Being able to be present throughout the country, hand in hand with organizations such as the National Trade Foundation for Education (COMEDUC), in alliance with the National Chamber of Commerce (CNC), has allowed us to spread the word about this great campaign. Currently, we have reached more than 100,000 students worldwide, and we hope that number will continue to grow with the support of everyone involved in our practice area.”

Laura gave a successful presentation at the Mabel Condemarín Grimberg Technical Institute in Chillán, where she was able to share with girls interested in learning about this topic.

In addition, our associate, attorney Eliseo Albornoz, conducted a training session at the José María Narbona Cortés Technical High School in Santiago. Together with tenth-grade students, he addressed the risks of illicit trade and the importance of informed consumption. Through practical activities, students learned to identify counterfeit products and reflected on how they can affect their health and safety.

“The trade in counterfeit products goes beyond purchasing something of lower quality; in many cases, it can have negative consequences for the health and safety of consumers,” Eliseo pointed out.

The campaign not only informs but also empowers new generations to make conscious decisions and recognizes the impact that counterfeiting has on the economy, employment, public health, and sustainable development.