The UK government has launched a major new campaign to tackle the threat posed by fraud. ‘Stop! Think Fraud’ will help educate the public with clear and robust anti-fraud advice.
Unveiled by home secretary James Cleverly, the campaign will run nationally with an impactful creative being rolled out across TV, social media, out-of-home and radio.
Drawing on the expertise of leading counter-fraud experts, Stop! Think Fraud will also include an online fraud hub which will provide concise, simple to follow advice and signpost victims to relevant organisations for further support.
Centred on a 40-second spot that cleverly uses actors to represent the different types of online fraud and phishing that we all face on a daily basis, the campaign will aim to reach around 95% of all UK adults over the coming weeks.
“Our bold Fraud Strategy is continuing to deliver for the British people. This new campaign is a powerful tool to add to our arsenal, which already includes a world-first agreement from tech firms to prevent online fraud and the rollout of a National Fraud Squad that has 400 expert investigators,” Cleverly said.
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“I encourage everyone to stop, take a moment to think about fraud, and share this messaging far and wide.”
The need to fight the danger posed by fraud has never been more obvious, with the issue accounting for 40% of all crime across England and Wales, costing society an estimated £6.8 billion.
The campaign will form an important cog in the continued roll out of the Home Office’s Fraud Strategy, first published in May last year which looks to build awareness and fight fraud through prevention.
