Jangan Kena Scam
8. Brand Experience & Activation Kancils [8.12 Creative Effectiveness: Brand Experience & Activation]
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Links:
www.jangankenascam.com
Product/Service:
Public Service
Client:
Association of Banks Malaysia
Brief:
In 2022, as many as 63% of Malaysians had reported having close encounters with various scam tactics, highlighting the urgent need for a comprehensive, nationwide effort to address this growing problem.
To address the growing prevalence of financial scams in the country, the Association of Banks in Malaysia (ABM) and the Association of Islamic Banking and Financial Institutions Malaysia (AIBIM) aimed to raise public awareness, educate Malaysians on scam identification, and equip them with practical tools to defend themselves against these criminal activities. The question was how?
Solution:
For the first time ever, Malaysia's entire banking industry joined forces to launch an anti-scam campaign called #JanganKenaScam to raise public awareness and equip Malaysians with practical anti-scam knowledge. The core idea behind the campaign was to make scam awareness more accessible, palatable, and engaging for Malaysians, leveraging the nation's lighthearted nature through edutainment.
The campaign's central message, encapsulated in the rallying cry "DEFEND! DEFEND! DEFEND!", aimed to unite Malaysians in a collective effort to defend themselves against scammers by emphasising three crucial strategies for protection.
