In a climate of mega-branding, syndicated media and a digitally interconnected world, how exactly does one go about getting a moment in the spotlight? Well, it would seem more and...

In a climate of mega-branding, syndicated media and a digitally interconnected world, how exactly does one go about getting a moment in the spotlight? Well, it would seem more and more often you get a few talented individuals together and manufacture a clever hoax. Media technology is easy to access and use as well as fairly inexpensive.

One recent and amazingly clever grab for attention was the Serpica Naro hoax in Italy. An activist group known as Chainworkers (www.chainworkers.org) seeking to spread the word about the struggle of low-end fashion industry workers created a fake fashion icon. Through the use of web sites (www.serpicanaro.com), street protests and the lust of mainstream media for fresh controversy they got the attention of the fashion world for long enough to state their case and make a very public point.

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