Financial Conduct Authority

ScamSmart

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THE PROBLEM

Investors over 55 are at highest risk of falling victim to investment fraud, but this overly confident group share a stubborn mind-set of ‘it will never happen to me’. So, how do you tell a know-it-all they don’t?

THE STRATEGY

The Facts of the Matter – explain  their vulnerability to falling victim of investment fraud through hard stats and an age-relevant ambassador to bring it to life credibly.

THE IDEA

ScamSmart – the FCA’s first ever consumer PR campaign, fronted by Nick Hewer, to warn investors about the risks of unregulated investments.

Putting the FCA slap-bang in the middle of media conversation, we uncovered the link between fraud and wider macro-economic factors, and collaborated with stakeholders to pool insight and experience. These included the City of London Police, all major UK banks and Fraud Action Groups.

Founded upon in-depth research, the campaign was supported by infographics, video content and live case studies to create hard-hitting headlines.

BUSINESS IMPACT

230,000

Visits to the FCA’s ScamSmart Website

15,000+

Checks made on FCA’s Warning List

3,000

Scams or unauthorised firms reported via FCA website

MEDIA IMPACT

210

Total pieces of coverage

18

Pieces of national coverage

2

BBC broadcasts

SOCIAL IMPACT

63M+

Audience reach

1,000+

Tweets engaging with #scamsmart

CLIENT TESTIMONIAL

  • The ScamSmart campaign has been highly praised across the FCA as a stand out piece of work, both for the quantity and quality of media coverage achieved. Working with M&C Saatchi PR, we’ve delivered a very important message to our target audience in media that we wouldn’t usually be able to penetrate. The significant uplift in people now taking the time to check the FCA’s Warning List before investing is testament to the campaign’s success in changing consumer behaviour.

    – Tim Lennon, Senior Assocaite, FCA