Background

Recent findings show that more than three-quarters (78%) of Irish adults are being targeted by scam text messages, emails, phone calls, or online content at least once a month. The campaign aimed to educate the public on the dangers of social engineering – where criminals manipulate victims into divulging confidential information or transferring money.

Strategy

The campaign leaned on visually striking content, using phone screens as a metaphorical barrier between the scammers and the unsuspecting public to highlight the different ways that scammers are trying to steal your personal and financial information.

Execution

The campaign was developed for digital and social first channels and targeted at a broad audience, meeting them where scams often occur: on their phones, tablets, and laptops. Campaign executions also involved digital OOH in public places like forecourts and train stations.  By leveraging dynamic animations, the agency “transformed complex information into digestible, shareable content.