Fraud is a major problem in Sweden, with older people being particularly vulnerable. Together with the Swedish Bankers’ Association and 29 Swedish Banks, we developed and launched “Svårlurad!”, a campaign aimed at lowering the occurrence of telephone fraud by informing people on how to protect themselves. As Project Lead my role was to organise and plan the campaign, be a one point of contact and project manager for all 29 participating banks, whilst also ensuring a streamlined communication and design output that served to the message of the campaign.

The concept was carefully developed to be a long-term symbol for combating fraud. The tone of voice and visual expression of the campaign sought to be both inclusive, friendly, and encouraging. It primarily targeted older individuals, many who are worried about not being able to identify attempts at scam. But also, relatives and people of trust who can act as an important safety net against this type of crime.

The campaign consisted of an information-video that was launched on TV, newspapers, an outdoor ads throughout Sweden, as well as in digital ads, and social channels.

The campaign achieved successful results with a 28 percent decrease in crime profits from phone scams and 20 percent fewer reported cases.