The campaign that made a generation more scam savvy
How a new approach to scam education shook young Aussies from their apathy.
Challenge
With reported losses from scam rising sharply during the global pandemic, Westpac needed to educate their customers about the threat of scammers in a fresh and engaging way.
Unpacking a misunderstood threat
The threat of scams is bigger than many realise. In 2020, Australians reported losing over $175 million to scammers, more than any other year, with supposedly savvy 25–45-year-olds accounting for $50 million of that loss. But with most people, particularly the young, often thinking ‘it won’t happen to me’, we needed a fresh new education approach.
Scam education that was anything but spam
To engage a younger audience, we created a series of video-game-themed online films that showed people how to spot, avoid and report scams. Covering everything from Tinder to tax time, the films were an engaging new take on content that is often dry, or fear based.
Scam Education (Video 1)
Scam Education (Video 2)
Scam Education (Video 3)
Getting the attention of an inattentive audience
Knowing that younger people aren’t seeking out education on scams, we took our education to them through a series of engaging social posts that drove to a Security Hub on the Westpac website where they could watch our full suite of videos.
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