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M&C Saatchi PR

Core disciplines: Corporate communications, Experiential marketing, Public relations (PR)

WATCH: ScamSmart campaign video featuring FCA ambassador, Nick Hewer.

Nick Hewer appearing on BBC News warning over the increased risk scammers pose to over 55s.

“The ScamSmart campaign gets to the heart of what is a very concerning issue. Having been targeted by investment scammers myself, I know first-hand the value of the FCA’s campaign; the scammers will go to great lengths to take people’s money. The way the campaign has been executed has been spot on, and it’s my pleasure to be involved in spreading the word about the issue.” - Nick Hewer, ScamSmart Ambassador

“The ScamSmart campaign has been highly praised across the FCA as a stand out piece of work, both for the quantity and quality of media coverage achieved. Working with M&C Saatchi PR, we’ve delivered a very important message to our target audience in media that we wouldn’t usually be able to penetrate. The significant uplift in people now taking the time to check the FCA’s Warning List before investing is testament to the campaign’s success in changing consumer behaviour.” - Tim Lennon, Senior Associate, FCA

WATCH: The FCA's ScamSmart ambassador Nick Hewer hears Derek's scam story. Andy Morrison, National Fraud Intelligence Bureau, comments 'The campaign is excellent. The victim videos really get the message across'.

The Client

Financial Conduct Authority

The Problem

How do you convince a characteristically overconfident group of investors to recognise their vulnerability to fraud?

The Strategy

Awaken, Empower and Educate - raising awareness about the issue of investment fraud amongst over 55s

The Idea

Be ScamSmart - Putting the FCA in the heart of media conversation, we uncovered the link between fraud and wider macro-economic factors, and collaborated with stakeholders to pool insight and experience. These included the City of London Police, all major UK banks and Fraud Action Groups.

Founded upon in-depth research, the campaign was supported by ex-The Apprentice star and Countdown host Nick Hewer plus additional assets including infographics, video content and live case studies to create hard-hitting headlines.

The Impact


+65%

Net impact on FCA's reputation


238%

increase in people visiting the ScamSmart website


76:1

return on investment, potentially saving consumers £188m in money lost to fraud


260

Pieces of coverage across the three campaign bursts


28,404

Total number of clicks, comments, likes and shares on our posts


788,000

total potential social reach

WATCH: The FCA's ScamSmart ambassador Nick Hewer hears Derek's scam story. Andy Morrison, National Fraud Intelligence Bureau, comments 'The campaign is excellent. The victim videos really get the message across'.

“The ScamSmart campaign has been highly praised across the FCA as a stand out piece of work, both for the quantity and quality of media coverage achieved. Working with M&C Saatchi PR, we’ve delivered a very important message to our target audience in media that we wouldn’t usually be able to penetrate. The significant uplift in people now taking the time to check the FCA’s Warning List before investing is testament to the campaign’s success in changing consumer behaviour.” - Tim Lennon, Senior Associate, FCA

Nick Hewer appearing on BBC News warning over the increased risk scammers pose to over 55s.

“The ScamSmart campaign gets to the heart of what is a very concerning issue. Having been targeted by investment scammers myself, I know first-hand the value of the FCA’s campaign; the scammers will go to great lengths to take people’s money. The way the campaign has been executed has been spot on, and it’s my pleasure to be involved in spreading the word about the issue.” - Nick Hewer, ScamSmart Ambassador

WATCH: ScamSmart campaign video featuring FCA ambassador, Nick Hewer.

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