now available
The WIPO Outreach Guides
In response to requests from IP offices and organizations, WIPO has created the short guides in these pages. The Guides offer a structure for planning IP-related outreach campaigns, and provide examples of successful initiatives worldwide.
IP outreach encompasses the many activities intended to increase understanding and use of IP - from booklets which guide entrepreneurs through the patenting maze; to award schemes which promote design excellence; to anti-piracy commercials designed to deter consumers from copying music or buying fake brands. Governments and industry groups devote significant resources to outreach. But there has been little information available on how to set about planning effective IP outreach campaigns.
To be effective, an outreach campaign or activity should succeed in getting a message across to a particular audience, which influences the behavior of that audience. Drawing on a “social marketing” approach, the WIPO Guides focus on campaigns which aim to:
The Guides are divided into three main sections:
- Planning a Public Outreach Campaign and
- Using Communications Tools Effectively identify the questions which need to be addressed at each stage, and set out a series of practical steps to help put the answers into action.
- Outreach in Practice provides links to practical examples of IP outreach materials and initiatives. The examples are grouped according to the aim of the campaign and by target audience.
