1. BASCAP Global Consumer Education Project Presentation by Jeffrey Hardy, ICC-BASCAP Coordinator 4th Global Congress, Dubai 4 February 2008

2. About BASCAP Better intelligence Improving transparency Connecting sectors Sharing strategies Standards for Govt performance Pushing for allocation of resources Improving awareness

3. Improving Awareness Multiple audiences & multiple mediums Much focus on governments The project Now recognize an important need to educate consumers: Risk of harm to them when they buy and/or consume fakes Their contribution to the problem every time they buy a fake

8. Improving Awareness Symbolism Messaging

9. Improving Awareness global collective action

10. What we are doing now Collecting example messages from around the world Industry associations for software, watches and music; regional anti-counterfeiting groups from the UK to Japan to the Gulf region; and governments from Canada to Hong Kong. Standardizing key messages Health & safety Links to organized crime Effects on economy, employment & growth Expert advice Corporate advertising experts Global ad agencies National anti-counterfeiting associations

11. Outputs Standardized, key messages Identifiable logo and/or slogan Media kit of products Outlets National anti-counterfeiting associations: new & small Companies: SMEs Value-added outlets (e.g., in-flight entertainment

12. Empowering business groups world wide

13. Contact and Contribute For further information Emily OConnor, eoc@iccwbo.orgeoc@iccwbo.org - or - Tracy Faustin, tfn@iccwbo.orgtfn@iccwbo.org