“Io Sono Originale” [I’m Original] is the initiative of the Ministry of Economic Development promoted by the Directorate-General for the Fight against Counterfeiting, Italian Patent and Trademark Office in collaboration with consumer associations which, in continuity with previous editions, promotes an education and awareness campaign to nurture a culture of legality, contribute to the fight against counterfeiting and inform consumers about the risks associated with counterfeiting.

The commitment toward the “Terra dei Fuochi” [Fires Land] is also renewed as part of the “Action Plan to combat the burning of waste” and referred to in the protocols signed by the Presidency of the Council of Ministers with particular attention to the Campania region.

The purchase of counterfeit goods is an attitude of consumption that involves different levels (economic, social, psychological, communicative) and that requires coordinated strategies of information, awareness, and contrast. It can have direct and indirect negative effects on the health and safety of consumers, as well as negatively affect the environment, but these risks, connected to a wrong as well as illegal purchase and consumption habit, are not, however, clearly and adequately perceived by the consumer and therefore it becomes crucial to intervene through a targeted plan of information and dissemination activities that contribute to the improvement of the “social perception” of these phenomena.

The 2019-2021 program, which directly and actively involves the citizen in the activities identified to provide them with new recruits that stimulate virtuous behavior in everyday life and in buying and selling habits, takes the form of a plan of initiatives differentiated by target audience:

1) Focus on school-age young people, which involves a double intervention:

– the diary of creativity, an innovative activity that, following a European best practice, guides students through a workshop experience open to the participation of 150 high schools, the best composition at a regional and national level will participate in the national competition promoted by the DGLC- UIBM.

– a training course aimed at secondary school teachers to whom a platform is made available for learning, in e-learning mode, the subjects covered by the intervention as well as for the socialization of laboratory experiences through a dedicated area connected to the system social network.

2) Focus on university students, who will be actively involved in the creation of in-depth workshops about the industrial property and the fight against counterfeiting to be carried out in collaboration with 35 universities with different training courses and to which the national event “Innovation Dedicated Day” will be dedicated.

And there will be animation events in the area with a new and engaging format that will touch 25 cities.