CIFAS: The Faces of Fraud

CIFAS, a non-profit fraud prevention service, promoted its brand within the UK by showing the 12 unexpected faces of fraud to bring the issue of fraud much closer to home for the public.

Overview

To transform the not-for-profit fraud prevention service, CIFAS, into a household name, Golin revealed that the 'UK's biggest fraud network' wasn't a criminal gang, but the family homes that span the breadth of the UK. During a sustained year long campaign, we highlighted the 12 unexpected 'faces of fraud' that made up this 'criminal network'. We contextualised the 'small frauds' committed by households in an emotive way that transformed people's perception of fraud and CIFAS' reputation among consumers throughout the year.

The Challenge

CIFAS is a not for profit fraud prevention service that manages the largest database of fraudulent...

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