The Home Office - "Think Fraud"

FCB London

FCB London London, United Kingdom

216

This ad is part of the ACT Responsible Collection

Brand: The Home Office
Country: United Kingdom

Advertiser: The Home Office

Title	Think Fraud
Agency	FCB London
Campaign	Stop! Think Fraud
Advertiser	The Home Office
Brand	The Home Office
Date of First Broadcast/Publication	2024 / 2
Business Sector	Government & Other Authorities
Story	Home Office launches Stop! Think Fraud campaign, with advertising push created by FCB London. Stop! Think Fraud has been created by FCB London for Home Office to tackle the issue of fraud awareness with a single, unified strategy, providing consistent, clear, and robust advice to the public for the first time. It is being backed by leading counter fraud experts and organisations across law enforcement, tech, banking, telecoms and the third sector. Fraud accounts for around 40% of all crime in England and Wales, with an estimated 3.2 million offences each year. The latest data from the Crime Survey of England and Wales shows it has reduced by 13% over the past year. The estimated cost of fraud to society is £6.8 billion in England and Wales. The 40-second campaign film shot by FCB London, will run on television nationwide. It uses examples of scams most of us will recognise ‘a call from your bank to secure your account; a text demanding a customs fee is paid on a parcel we don’t remember ordering – and highlights just how disarming and intrusive fraudsters can be, by having characters pop out of nowhere and deliver their messages in odd, slightly stilted speech. The tension builds throughout, reflecting how Fraudsters work hard to push you into a ‘hot mindset’ where you are more likely to click on link, send your details or move money. Despite the cacophony of noise and increased pressure, the protagonist takes a moment to Stop! (and)Think Fraud, demonstrating the importance of reconsidering or double checking as a preventative measure.
Media Type	Web Film
Length	40 seconds
More Information	gov.uk/Stop ThinkFraud
Creative Director	Jess Giles
Creative Director	Austin Hamilton
Copywriter	Jonathan Thake
Copywriter	Simon Mannion
Business Director	Emily Whiteaway
Account Director	Lotte Good
Account Director	Lara Ashman
Account Manager	Pooja Daswani
Strategist	Guy Peters
Agency Producer	Stephanie Cleak
Photographer	Stuart Mcclymont
Producer	Nick Papworth
Producer	Dave Treagust
Editor	Laurence Halstead
Post Production	Ben Robards
Head of Design	Becci Salmon
Designer	Dante Attuoni