Friday 15 June 2018
The Home Office and UK Finance ran Take Five to Stop Fraud, a joint campaign to educate the UK public about financial fraud
This year’s Take Five campaign was the first of its kind – an innovative jointly funded public-private partnership combining the brand powers of UK Finance and HMG. Its aim: to educate the UK public about financial fraud and empower them to confidently challenge fraudsters.
Fraud is one of the most prevalent crimes in England and Wales, with an estimated 3.2 million incidents last year (CSEW 2017). Yet many people believe that it simply won’t happen to them.
Evaluation from phase one in 2016 – solely delivered by Financial Fraud Action UK – highlighted the scale of the challenge: the audience did not perceive the campaign as relevant or clear and just one third of people surveyed took away the priority message.
The Research, Information and Communications Unit’s expertise has driven a step-change in impact. A targeting strategy was introduced using RICU SOC’s segmentation alongside insights from banks to target those most at risk: busy Mums – who know their own mind, but lack the time to spot, scams, and older couples aged 45-65. Singles aged 65+ – often respectful of trusted
organisations and reluctant to question – formed a secondary audience.
Campaign messages were refined to clear, actionable guidance that could be used to confidently challenge fraudsters. Activity focused on one idea – if you’re not sure, don’t give out your details – using the mantra ‘My Money, My Info? I don’t think so!’
Working with UK Finance, RICU introduced a strategy which ran over six months
and comprised three peaks of activity; each focussed on a specific protective
behaviour rather than the previous brand awareness strategy. This culminated in the
first ever Take Five to Stop Fraud Week in January. Activity included:
Combined, this delivered an impressive reach and recall with 51% of consumers
recognising some form of campaign activity. Campaign recognisers also saw fraud as relevant to them – overcoming a significant barrier to behaviour change (56% of recognisers agree vs. 45% of non-recognisers). Fundamentally, there was a significant increase in those who claimed they were very likely to protect themselves by challenging potential fraudsters (10% increase since the campaign began amongst the general population – 5% increase in recognisers in our primary audience).
Those behind the campaign were:
• Nimisha Green (RICU, Home Office)
• Joanna Shayer (RICU, Home Office)
• Miriam Wraight (RICU, Home Office)
• Tim France (Home Office)
• Susan Griffiths (Home Office)
• Laura Parker (Home Office)
• UK Finance