People still tend to think that a scammer is someone with a foreign accent, poor grammar, and a suspicious story. Someone only the gullible would fall for. In reality, scammers have become much more cunning over the years. They’re constantly finding new ways to exploit our distractions, taking on any face or voice to steal what matters most – our trust.
To counter this growing threat, we created a campaign with a bold visual identity that cut through the noise. And scammers were portrayed as monsters, shameless identity thieves preying on the unaware. The creative highlighted victims from a wide range of social and demographic backgrounds, reminding viewers that anyone can fall victim to fraud when they least expect it. We also focused our media strategy on reaching those segments of the population who are less aware of modern scams and therefore at greater risk.
