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BC SECURITIES COMMISSION
BE FRAUD AWARE - MULTICULTURAL
InvestRight, a program of the BC Securities Commission (BCSC), was developed to provide investors with tools to research and assess potential investments and protect themselves from falling victim to fraud. After three years, the BCSC had little to no awareness of the InvestRight program. Our challenge was to increase awareness of the program, making them worthy of national attention.
What resulted was a campaign for the Chinese and South Asian communities that focused on empowering them to protect their dreams by learning the warning signs of fraud. The message was carried out through various forms of media. The centre-piece of the campaign was a fraud-specific microsite that gave access to tools, information, and videos, all in Chinese, Punjabi, and English.
The Year 1 Be Fraud Aware multicultural campaign received Bronze Quill, Silver Leaf and Gold Quill (international) awards from the IABC
BE FRAUD AWARE - ENGLISH
After the success of the multicultural launch campaign, we were tasked with building on the assets of the first year. The target audience was much broader, including pre-retirees and retirees 55+. The two main focuses in this campaign were to launch both BeFraudAware.ca and the new Be Fraud Aware mobile app within the English-speaking audience.
New creative was developed for all campaign pieces, including the debut of our “fraudster” in two broadcast TV spots. Our team also created a comprehensive mobile app that will, though available now, officially launch in February 2013 along with its supporting campaign.
