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IP Outreach in Practice > IP Crime

Overview

Organizer: Ministry of Economy, Trade and Industry (METI), Japan Patent Office (JPO)
Country/Territory: Japan
Language: Japanese
Focus: General Counterfeits, General Piracy
Outreach Tools: Campaign, Films / Videos, Posters / Printed Materials, Print / Radio / TV PSAs, Website
Target Audience: Consumers, General Public

Details

"Love the real thing" anti-counterfeiting campaign (2011-2012); includes messages via different media, such as posters, a special website (www.kawanai.go.jp) and movies


"Kawanai" ("I will not buy it") campaign to combat counterfeiting and piracy (2009-2010 and 2010-2011), focusing on the purchase of counterfeit products from online shopping sites; objective: to warn consumers about the detrimental effects of counterfeit or pirated products, and to encourage them not to purchase such goods through:

- TV commercials: a 15-second TV spot aired in nine regions, and a similar commercial played on large outdoor screens in major three cities; theme: “You Must Resist the Temptation of Phony Goods”, intended to encourage consumers to have a strong will to resist such enticements and warn them not to buy counterfeit products

- Advertisement posters: posters displayed across Japan, at government offices as well as organizations, companies and institutions concerned

- Special website for the campaign: www.kawanai.go.jp, where visitors can access situation dramas (on the adverse effects of counterfeit and pirated products, hidden traps in the purchase of counterfeit or pirated products, etc) and relevant advice (precautions about shopping overseas, etc)

- Banner ads on the web: advertising on the web, for example, by posting banner ads on six related websites, such as “Yahoo! JAPAN"

[Date Added/Updated: Dec 23, 2011]