By creating a unifying anti-counterfeiting brand, "Fakes Cost More, I Buy Real", our mission is to generate a sense of collective and coordinated action that reinforces the assertion that counterfeit goods are a real problem and that many forces are at work in trying to address this problem. By promoting a consistent identity and message, we reinforce awareness of the collective campaign and its call to action.

Current campaign efforts focus on encouraging consumers to do their part by understaing that what seems like a harmless purchase may not be so harmless, because some counterfeit products are a real threat to health and safety.The campaign encourages consumers to consciously take steps away from the purchase of these illicit goods.