Direct Response and Relationship Marketing agency WDMP has been appointed by the National Fraud Authority (NFA) as lead creative agency to help raise awareness of the government’s Action Fraud service. Action Fraud is the UK’s national fraud reporting centre and provides a central point of contact for information about fraud and financially motivated internet crime.
WDMP has already been briefed on two campaigns, one aimed at consumers and one aimed at SMEs, both with the aim of building awareness of types of fraud and ensuring people and businesses know to report it to Action Fraud. The campaigns go live this week.
For the consumer brief WDMP is creating and implementing a powerful digital advertising campaign which aims to establish prominence around transactional websites, the Google Display Network and YouTube ads as well as directing traffic to the Action Fraud website. The target audience for the campaign is broad as people can report any type of fraudulent activity, from ticketing scams and identity fraud to phishing scams. The first campaign will focus on reaching people who are transacting online or searching for fraud terms specifically.
For the SME campaign, WDMP will also be focusing on digital advertising with strong messaging around how Action Fraud’s services can help businesses take control of their own fraud prevention. The campaign will direct businesses to the ‘Know Your Business’ pages of the Action Fraud website where they’ll find all the help they need to either report or prevent fraudulent activity and identify where they may be at risk. Fraud is an all too real threat to Britain’s SMEs with 37% of them experiencing some level of fraud-based crime in the last 12 months.
Ryan Adams, NFA Marketing & Communications Manager comments, “Fraud is not a victimless crime, and the effects of fraud can be devastating, robbing individuals and businesses of their money. Action Fraud provides up-to-date advice to help protect people and businesses from fraud, and takes fraud reports on behalf of the police as the national reporting centre. The creative strategy of WDMP enables complex messages to be communicated to our target audiences in a relevant and impactful way, and we are pleased to be working with WDMP to raise awareness of Action Fraud and the important public service it provides.”
Gavin Wheeler, CEO at WDMP, adds, “Action Fraud is an invaluable service and this activity is designed to boost its profile and raise awareness of fraud issues. Our campaign approach for both consumer and SME audiences will ensure that recognition of Action Fraud’s services will be built where it is most needed. With fraud costing our economy £73 billion every year, we hope that our work for the NFA can make a real difference.”