In 2024, Amazon and the Italian Institute Against Counterfeiting (INDICAM) launched Challenge the Fake with H-FARM College, inviting more than 600 students to develop communication and marketing campaigns targeting their peers about the dangers of counterfeiting and the importance of protecting intellectual property.
The winning project, “DEFAKE Contest,” proposed a social media contest for young rappers to highlight the importance of purchasing original items through freestyle sessions and tracks, making the purchase of counterfeit goods “uncool.” The project was presented at the 2024 INDICAM Forum before more than 200 attendees.
Building on this success, Challenge the Fake 2.0 launched in early 2026 with expanded reach across Europe. The program now engages students at ESADE in Spain, Bocconi University in Italy, and University College London in the United Kingdom, developed in collaboration with the UK Anti-Counterfeiting Group (ACG), Andema, and INDICAM. The competition invites students to apply their creativity and digital fluency to educate their Gen-Z peers about counterfeiting’s impact on the economy, innovation, and consumer safety, recognizing that young consumers are uniquely positioned to reach their peers with authentic, relatable messaging.
As representatives from INDICAM, ANDEMA, and ACG jointly stated: “We are thrilled to join forces across Europe to engage the next generation of leaders in this critical fight. By empowering students to become advocates for authenticity, we’re not just educating—we’re building a movement that will shape the future of commerce and consumer protection.”