The Go For Real™ campaign was created to raise awareness of the risks associated with counterfeit products. The campaign objective is to reach teens and tweens through channels they are currently active on and empower them to reconsider purchasing fake products.

From sneakers, to make up, and even medications, buying fake products can feel disconnected from big crime, but it’s not. Behind the seemingly harmless purchase are organized criminals who are using profits to fund illegal activities like gang violence and more. Who better to deliver this message but McGruff the Crime Dog®? Only, our audience teens and tweens 12-15, are unfamiliar with our crime fighting four-legged friend. We needed to make him more modern and relevant to connect with this new generation.

In this breakthrough spot we encourage teens to Think Again about the consequences of buying fake products and to always “Go For Real™”.

The Think Again PSA educates viewers on the real risks of buying fake products; which often feels like a victimless crime. The truth is, behind fake products are organized criminals using counterfeits (from fake pharmaceutical to sneakers) to fund illegal activities like gang violence, child labor and more.

To bring this to light, the PSA features scenes of 3 assembly lines for 3 different products (sneakers, cosmetics and fake pills) and highlights through contrasting scenes, the difference between how real and fake products are made on the assembly line. The PSA closes out with the appearance of McGruff the Crime Dog®, urging viewers and listeners to “think again,” before buying fake products.

The PSA is running on broadcast and cable TV, on social media platforms, and was shared by more than a dozen TikTok and Instagram influencers. It was premiered during a special event in Los Angeles with influencers. The ad has also been showcased by the United States Patent and Trademark Office in various presentations around the world.

While it’s too early to fully assess this PSA’s performance, the Go For Real™ campaign, has already generated 2 billion impressions as tracked by the Nielsen Company.

The PSA and campaign have been shown during major shows like Good Morning America, Sunday Night Football, and other sports. It was recently highlighted in a piece written on Washington Examiner and the Medical Journal Piece.

The ad and campaign were the focus of a U.S. Senate Judiciary Committee hearing on curbing on providing greater consumer protections on the internet.