Traditional marketing campaigns warning against scams are often bland and off-putting which reduces consumer engagement.

Which? identified the top three scams that catch people out. St Luke’s then brought these to life through memorable animated characters. The videos show the characters, ‘Identity Thief’, ‘Bank Impersonator’ and ‘Savings Swindler’ as they attempt to cover up the message of warning.

Neil Caldicott, brand director at Which? says, “Which? research shows the devastating financial and emotional impact scams can have. As the scammers become increasingly sophisticated and harder to spot, anyone can be caught out - not just those we might consider most vulnerable.”

The campaign offers a message of warning but it also signposts towards Which?’s free email alert service, which updates consumers about any new scams they should be aware of. 

Directors of the animation, Smith & Foulkes, says, “Our characters had to be clearly portrayed as devious villains, but they also had to be relatable. They may cowardly hide behind fake online personas, but these are real humans who engage in such nefarious practices, and it was important to demystify their actions.”

St. Luke’s also partnered with Global Street Art to paint a mural in five days with the headline “£23 million will be lost before this mural is painted. That’s holidays, homes, entire life-savings – stolen.”

The series of three short videos will launch on social and digital media, with still-images being placed in print and out of home locations from 22 March. To coincide with the digital launch, a real time visual appeared on a wall at 500 Brixton Road, a busy location near the tube and rail station.