Alessandri Boosts INTA’s Unreal Campaign in Chile: Education for Conscious Consumption

Unreal Campaign, a global educational initiative of the International Trademark Association (INTA), has strengthened its presence in Chile with the active participation of associates from the Chilean firm Alessandri, Laura Hernández Bethermyt and Eliseo Albornoz.

The campaign seeks to raise awareness among young people aged 14 to 23 about the importance of intellectual property and the risks of counterfeiting, promoting responsible consumption and respect for legitimate trade. This initiative is rolled out through interactive presentations and digital platforms, and by 2025 it plans to reach more than 25 educational establishments in different regions of the country, empowering new generations.
Hernández Bethermyt and Albornoz led successful training sessions in Chillán and Santiago as part of the campaign’s expansion in Chile.

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

"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, Alessandri and the campaign have reached more than 100,000 students worldwide, and that number is expected to continue to grow with the support of everyone involved in their practice area."

The associate gave a presentation at the Mabel Condemarín Grimberg Technical Institute in Chillán, where she shared with girls interested in the topic.

For his part, Eliseo 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," said Albornoz.

The campaign creates opportunities for dialogue and reflection on the protection of intellectual property. The initiative 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.

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