Phone scammers are getting smarter; finding new ways to convince us they’re our bank, the police, or someone else we trust. Financial Fraud Action UK wanted a campaign to explain what to do when a caller asks for personal details. If any organisation calls and asks for personal details you're encouraged to hang up and call them back, getting their number from a reputable source.
But our insight found that often people felt rude, or that they did't have the authority to hang-up on someone who might actually be our bank. To arm people with what to do under these circumstances, we created 'Make your excuses' – a fun cheat-sheet to keep people safe and off the phone to potential scammers. And to give the campaign clarity and authority, we created a new brand – ScamAware – that would align with other government-backed initiatives like Drinkaware and GambleAware.