The campaign that made a generation more scam savvy

How a new approach to scam education shook young Aussies from their apathy.

Illustration of a person playing Scam Racer game on laptop

Challenge

With reported losses from scam rising sharply during the global pandemic, Westpac needed to educate their customers about the threat of scammers in a fresh and engaging way.

Unpacking a misunderstood threat

The threat of scams is bigger than many realise. In 2020, Australians reported losing over $175 million to scammers, more than any other year, with supposedly savvy 25–45-year-olds accounting for $50 million of that loss. But with most people, particularly the young, often thinking ‘it won’t happen to me’, we needed a fresh new education approach.
Illustration of person sitting on bean bag with laptop and earphones in front of the Westpac logo

Scam education that was anything but spam

To engage a younger audience, we created a series of video-game-themed online films that showed people how to spot, avoid and report scams. Covering everything from Tinder to tax time, the films were an engaging new take on content that is often dry, or fear based.
Scam Education (Video 1)
Scam Education (Video 2)
Scam Education (Video 3)

Getting the attention of an inattentive audience

Knowing that younger people aren’t seeking out education on scams, we took our education to them through a series of engaging social posts that drove to a Security Hub on the Westpac website where they could watch our full suite of videos.
Westpac Scam Awareness Facebook carousel
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