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 counterfeiting is a real problem, is everyone's problem, and that many forces are at work in trying to address it. By promoting a consistent identity and messages, we reinforce awareness of the collective campaign and its call to action.

Current campaign efforts focus on encouraging consumers to step in to do their part, which is to understand that what seems like harmless purchases are not so harmless, that some counterfeit products are a real threat to health and safety, and finally to consciously take a step away from counterfeits.