Financial Conduct Authority
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 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.
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.
Visits to the FCA’s ScamSmart Website
Checks made on FCA’s Warning List
Scams or unauthorised firms reported via FCA website
Total pieces of coverage
Pieces of national coverage
Tweets engaging with #scamsmart
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.