Building respect for intellectual property (IP) involves more than just enforcement; we also have to educate, inform and change attitudes. Relevant activities include awareness raising campaigns, public education, publicity materials, etc. We assist our member states to design national strategies for building respect for IP and develop tools for use in awareness raising, in particular among young people.
Awareness raising in schools
Respect for Copyright
Supported by funds-in-trust provided by the Republic of Korea, "Respect for Copyright" consists of five units designed for children aged 10 to 15 years. The site is available in English and Spanish. A print version is available for download.
Respect for Trademarks
Supported by funds-in-trust provided by the Japan Patent Office, "Respect for Trademarks" offers three units for young people aged 14 to 19 years, focused on the role of trademarks in modern society and the creativity which goes into the development of brands.
Awareness raising examples
Young children: Pororo
Pororo the little penguin is a lovable character that helps young children get a basic grasp of IP. This animation series – developed with the financial assistance of Funds-in-Trust provided by the Korean Intellectual Property Office and the Ministry of Culture, Sports and Tourism – sees Pororo and his friends:
Older children: animations
With the help of Indecopi we produced three animated videos that explain IP-related topics in a fun and engaging way for older children:
Given its global appeal, manga is an ideal vehicle for raising public awareness about IP and the importance of respecting IP rights.
In 2010, with the support of the Government of Japan, we organized the "Real Manga" competition, inviting Japanese manga artists to create an original work highlighting the health and safety risks associated with counterfeits.
Awareness raising and the Advisory Committee on Enforcement
At the annual meetings of the Advisory Committee on Enforcement (ACE), WIPO member states come together to share views and experiences relating to building respect for IP.
Awareness raising is a frequent topic of discussion and many imaginative communications initiatives have been presented by national authorities and the private sector.
At the 13th session of the ACE in September 2018, an exhibition was organized on the subject of "Engaging Audiences to Build Respect".
We help our member states to organize school competitions, designed to stimulate discussion about the need to protect the rights of creators. Students are challenged to use their creativity to communicate a message of respect for IP in an effective way.
Creating a strategy
Awareness raising is an essential component of any strategy to build respect for IP. We have developed a modular approach to the creation of such strategies.
The tactics involved in any strategy include not only public communications, but also practical steps by public or private sector bodies, such as:
- changes to educational curricula,
- commercial strategies to encourage legitimate consumption of IP protected goods,
- technical measures to prevent access to infringing content,
- enforcement activity associated with specific awareness raising campaigns.
Key players in any awareness raising strategy include:
- Public sector (IP offices, government ministries, schools/universities);
- Private sector (chambers of commerce, IP-related trade associations, businesses);
- Civil society (NGOs, professional/consumer associations, legal professionals);
- Media (newspapers, TV and radio, web sites, social media).
WIPO consumer survey toolkit
With the help of funds-in-trust provided by the Republic of Korea, WIPO has developed a comprehensive set of survey templates for use in assessing consumer attitudes and behavior.
The WIPO Consumer Survey Toolkit on Building Respect for IP enables national authorities to design strategies appropriate to the infringement profile of the territory in question and to evaluate the effectiveness of communications campaigns after implementation.
Creating a strategy, step-by-step
The initial phase in developing a strategy is to assess the current IP environment in the country, studying in particular the level of consumer perception of IP and awareness of legal and social impact of IP infringing activities. This phase would include an evaluation of the various awareness activities already undertaken at the national level, analyzing the achievements and the related challenges. Consumer surveys, as provided for in the WIPO Consumer Survey Toolkit, focus group meetings, and questionnaires to key players may be used.
Once the environment in the context of respect for IP has been assessed and evaluated, the goals of the strategy should be defined. It is important to identify the specific behavior that the strategy would seek to modify (e.g., reduce purchases of counterfeit medicines).
The key target groups are those that are to adopt the relevant change of behavior, or are needed to bring that change about. Examples in the first category would include young people, adult consumers or the public in general. In the latter category, one might include law enforcement officials, the media or distributors of IP-protected goods.
There are a variety of awareness-raising activities on building respect for IP that may be developed and adapted in light of the targeted objectives. The message underlying each activity will probably vary and may include: the easy availability of legitimate products, the unfairness of counterfeiting and piracy to creators and innovators, or the damage caused to employment, culture or public health.
The duration of the strategy should be determined, broken down into phases by reference to defined goals, target groups and activities.
Each activity will need to be monitored and, upon completion, evaluated against the initial objectives. The WIPO Consumer Survey Toolkit provides a template questionnaire for use in evaluating the effectiveness of communications strategies after the event.
Video: Social campaign "Legal Culture" carried out by the "Fundacja Legalna Kultura" of Poland. Find out more about the campaign.