Unreal Campaign Committee Leaders—Past and Present—Reflect on Reaching 100,000 Students

In 2012, INTA introduced the Unreal Campaign, a consumer awareness initiative that aims to educate young consumers (aged 14 to 23) about the importance of trademarks and brands, and the dangers of purchasing counterfeit products. Since its inception, the Campaign has taken a two-prong approach to engaging students: directly in classrooms and other settings, and online via social media.  

For more than 12 years, members of the Unreal Campaign Committee and other dedicated INTA volunteers have been delivering the anticounterfeiting message directly to young people through illustrative, relatable presentations, largely at schools, and at youth-oriented events. The Unreal Campaign recently achieved a significant milestone, surpassing 100,000 students reached directly, across six continents.  

This achievement is a testament to the work of the dedicated INTA member volunteers who have served on the Unreal Campaign Committee. Alastair Gray, INTA’s Anticounterfeiting Director and Unreal Campaign Committee Co-Staff Liaison, recently sat down with 2018–2019 Unreal Campaign Committee Chair Daniela Rojas (K&L Gates, USA), 2024–2025 Committee Chair Rachna Bakhru (RNA Attorneys, India), incoming 2026–2027 Vice Chair Roberta Calazans (Dannemann, Siemsen, Bigler & Ipanema Moreira, Brazil), and incoming 2026–2027 Chair Mary Kernohan (SnapDragon Monitoring Ltd., United Kingdom). They share their personal experiences interacting with students, reflect on how the Campaign has evolved over time to keep pace with technological advances and youth culture, and look ahead to a future where the students they have reached become the new advocates for the campaign’s mission.

Alastair Gray: Daniela Rojas, when the Unreal Campaign first launched, did you imagine it would reach 100,000 students? 
Daniela Rojas: Absolutely. From the beginning, I believed we had an extraordinary initiative, one with the potential to reach thousands of young people and truly shift their perspectives. I always imagined we’d get there one day.   

AG: What were some of the early challenges or breakthroughs that helped shape the Campaign’s direction? 
DR: One of the initial challenges was that the Committee was originally designed to be a smaller group, with most members based in North America and Europe. To make a global impact, we advocated for a broader structure, expanding the Committee and creating regional subcommittees. This shift was pivotal in scaling the Campaign worldwide. 

AG: What advice would you give to today’s Committee members as they build on this legacy? 
DR: Believe wholeheartedly in the mission. Stay adaptable, not just to the times, but to each school and audience. Tailoring the message to each setting is key.  

AG: Is there a particular student interaction or event from the early days that stands out? 
DR: I vividly remember an early presentation in Brooklyn, New York. Our team arrived dressed in suits and ties, but the students seemed disengaged and even amused by our formality. I quickly suggested we loosen up by sharing humorous, slightly exaggerated stories—like buying a fake RED SOX cap that stained my forehead red on a date or using a counterfeit curler that burned my hair. That broke the ice! The students started asking questions, sharing personal stories about family members selling fakes, and engaging deeply with the topic. It turned into a lively, eye-opening session that I’ll never forget.  

AG: Rachna Bakhru, what does reaching 100,000 students mean to you personally and to the Unreal Campaign as a whole? 
Rachna Bakhru: Reaching this milestone is profoundly fulfilling for me. It’s more than just a number—it’s a reflection of our members’ collective passion, perseverance, and purpose. Personally, I have strived for this moment throughout the current term, and I am truly excited that we have made this happen. As the saying goes, “It’s not about the destination, but the journey,” and my association with the Unreal Campaign since its early days has been one of the most rewarding trajectories I’ve had the privilege to be a part of.  

AG: Can you share a moment from the 2024–2025 Committee Term so far that best captures the spirit or impact of the Campaign? 
RB: What stands out most is the commitment and enthusiasm of our volunteers and leadership team. I’ve seen members, past and present, express how deeply connected they feel to the Campaign, often calling it the most meaningful INTA committee work they’ve ever done. It’s incredibly rewarding to see how students engage with the topic, often bringing their own perspectives and questions about counterfeiting. These interactions are not only educational for them but enlightening for us.  

At recent INTA Meetings, members have volunteered to manage the Unreal Campaign booth and give presentations, rearranging their schedules to represent the Campaign. Their willingness to go the extra mile was truly inspiring.    

AG: How have you seen the Campaign evolve in terms of reach, messaging, or volunteer engagement? 
RB: Over time, the Unreal Campaign has broadened its impact to meet changing needs. A pivotal moment came during the COVID-19 pandemic when we quickly adapted to virtual platforms like Zoom and YouTube, allowing us to reach students in new ways and expand our hybrid model of in-person and online presentations.  

Our messaging has evolved with technology and youth culture. We regularly update materials to resonate with students, emphasizing that counterfeits cost more than money. Volunteers use interactive tools—like spot-the-fake games, quizzes, and physical samples—to make the message engaging. This term, we’ve enriched the student experience by adding content about career opportunities in intellectual property and a focus on responsible consumption.   

AG: Roberta Calazans, what does reaching 100,000 students mean to you personally and to the Unreal Campaign as a whole? 
Roberta Calazans: It’s a milestone that reflects our collective dedication, showing how truly engaged and committed our members are to spreading a message that matters among young people.  

AG: Can you share a moment from the 2024–2025 Committee Term so far that best captures the spirit or impact of the Campaign? 
RC: One standout moment was an interactive session at a public school in Rio de Janeiro, Brazil. Despite concerns about how our message would be received in communities where counterfeit goods are common, students were attentive, engaged, and knowledgeable. Seeing them connect the Campaign’s message to their own lives reminded me how powerful and relevant this work is.  

AG: How have you seen the Campaign evolve in terms of reach, messaging, or volunteer engagement? 
RC: The Campaign has refined its approach to better connect with students in a way that feels real and relevant to their world. The reach has grown, the messaging is more relatable, and volunteer commitment continues to impress me.  

AG: Looking ahead, what are your hopes or goals for the next phase of the Unreal Campaign? 
RC: I hope the Campaign continues to expand and deepen its impact. My aspiration is that students themselves become champions of the message, inspiring a generation that values authenticity, creativity, and staying informed. 

AG: Mary Kernohan, can you share a moment from the 2024–2025 Committee Term so far that best captures the spirit or impact of the Campaign? 
Mary Kernohan: Presenting at a high school in New Orleans, Louisiana, I watched disengaged students become actively involved in a discussion about counterfeit purchases. Witnessing that transformation underscored the Campaign’s power to spark honest dialogue and empower students to carry the conversation forward.  

AG: What do you think has been the key to the campaign’s success in crossing this milestone? 
MK: Consistency paired with adaptability. We’ve never lost sight of our core mission, but we’ve evolved our delivery through interactive sessions, social media, and tailoring messages to different cultural contexts. That flexibility, coupled with volunteers who care deeply about the cause, has allowed us to keep building momentum year after year, and will continue to do so.   

AG: Looking ahead, what are your hopes or goals for the next phase of the Unreal Campaign? 
MK: I hope the Campaign embraces more digital platforms to extend our reach beyond classrooms. The current and future generations of students are true digital natives. Alongside our real-world activities, the Unreal Campaign is driving engagement on social media, including TikTok and Instagram. In the last 12 months, the Campaign has generated 3.9 million impressions, with new content posted weekly. My hope is to create not just awareness but a movement, where students become advocates in their own right.  

If you know a teacher, school, or university that could benefit, we want to hear from you. Help us reach the next 100,000 students and shape the future of intellectual property education together.   

For more information, contact INTA’s Unreal Campaign Staff Liaisons Alastair Gray and Jaci Jones.