Changing minds to change behavio

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					IACC College Outreach Campaign Fact Sheet
Cut Demand for Fakes Changing minds to change behavior for the demand of counterfeit goods... is it possible? The International AntiCounterfeiting Coalition (IACC) certainly thinks so. The IACC College Outreach Campaign was designed to cut the demand for fakes by allowing college students in marketing and communications classes to develop and implement their own awareness campaigns on their campuses about the consequences of purchasing counterfeit products. In other words, students become vocal advocates, saying to each other that fakes aren’t fashionable. The benefit is three-fold. Students get real-world experience in the marketing field, the IACC and its members gain insight into student beliefs and behaviors and what information is influential in changing them, and finally, the IACC Get Real message gains momentum. How It Works IACC recruits high-level marketing or public relations classes to develop and carry out their own anti-counterfeiting awareness campaign on their campus. The campaigns are funded by IACC members or other interested parties. Each college is connected with a sponsor, which provides $10,000. The funds will be divided so that students will receive $5,000 to implement their communications campaigns, and the remaining $5,000 will support management of the overall IACC college program. Sponsorship may be split between several companies. Sponsors’ time commitment is voluntary. Typically, it includes two key meetings: a kick-off meeting to provide students with background information about counterfeiting and reasons it hurts consumers and then a wrap-up meeting where students present their campaign results. In addition, sponsors may be asked to donate product to be raffled off during campus events as an incentive for attendance or to share sample fakes so students can see first-hand how to identify one from the other. They also may have the opportunity to attend special events throughout the campaign on the campus.

Why It Works Research tells us that if consumers know the effects of buying counterfeits, they quickly change their perceptions from thinking it’s okay to wear a fake to knowing what it’s wrong. 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, and most see no problem with it and feel no shame:  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 But, today’s students have the power and desire to cut the demand for knockoffs. According to BusinessWeek:  61% of 13-25 year-old consumers feel personally responsible for making a difference in the world  75% said that companies should join them in this effort  66% said they consider a company’s social commitment when they shop An Impressive Start In 2006-07, participants included:  City College of New York in New York City, sponsored by Rolex  Howard University in Washington, D.C., sponsored by IACC  Hunter College in New York City, sponsored by Coach  Ohio State University in Columbus, Ohio, sponsored by Abercrombie & Fitch, Limited Brands, and PICA Corp.  University of Miami in Miami, Florida, sponsored by Holihan Law and Perry Ellis Results have been tremendous! Hunter College created a fictional virtual character that hosted multiple blogs, and the students developed a video for the popular YouTube Web site. City College of New York held a well-attended fashion show to celebrate students’ “authentic style.” Howard University’s many special events included an educational forum and art exhibit to support an impressive ad campaign. Ohio State students played a fun “spot the fake” trivia game across campus. The University of Miami created amazing t-shirts for students to sport during their many educational events that featured the IACC Get Real logo. These are just a few examples of the creative ways students are spreading awareness about the dangers of buying fakes. To read about the campaigns at each of these colleges, see pictures from their events and samples of their work, and to read student and sponsor testimonials, please visit www.IACC.org/college/results.php. Get Involved! To learn more about the IACC College Outreach Campaign, please contact: Melina Metzger Paul Werth Associates Inc. 614-224-8114 Ext. 236 mmetzger@paulwerth.com


				
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