Fighting Scams case study

Client: GovernmentService: TranslationsService: Public relationsService: Communication strategiesService: Community engagementService: Advertising and productionService: Resource development

28 Apr

Written By Deanna Chapman

Man browsing Scamwatch translated resourced page on his laptop

Client:
Australian Competition and Consumer Commission

Project:
Fighting Scams campaign

Industry/sector:
Government

Date of execution:
August 2024 - June 2025

Services:
Communication strategies, translations, community engagement, advertising and production, public relations and resource development

At a glance

The Australian Competition and Consumer Commission engaged Cultural Perspectives to increase awareness of the Stop. Check. Protect. campaign to drive behavioural change.

Target audience

The campaign targeted people aged 18+ with low English proficiency, elders aged 55+, new migrants and small business owners.

Languages and communities covered

Arabic, Cantonese, Croatian, Dari, Greek, Hazaragi, Hindi, Indonesian, Italian, Khmer, Korean, Macedonian, Mandarin, Persian, Punjabi, Spanish, Tagalog, Thai, Turkish and Vietnamese.

Subject matter

Cybersecurity and anti-scam.

Demonstrated expertise

Campaign strategy, advertising, media relations, stakeholder relations and resource development.

Project description

Objectives

To raise awareness of scams by emphasising that anyone can be a target and that people can apply the simple, memorable behavioural process of Stop. Check. Protect. - to keep themselves safe from scams.

What Cultural Perspectives delivered

56 advertising materials, 160 resources in 20 languages, media list of 284 media outlets, media releases, media kit, stakeholder list of 1,312 stakeholders, stakeholder kit and two eDMs.

Key activities

Advertising

Translated and dubbed the mainstream advertisements into five primary languages: Arabic, Simplified Chinese, Traditional Chinese, Vietnamese and Korean.

Stakeholder engagement

Developed two eDMs and a stakeholder kit, which were distributed to key Culturally and Linguistically Diverse (CALD) stakeholders.

Media relations

Developed a media kit, adapted the mainstream media release for CALD audiences, translated it into 12 priority languages and distributed it to relevant outlets.

Resource development

Created infographic posters, social media tiles and audio recordings, which were distributed through below-the-line activities.

Key outcomes

The advertising campaign achieved an overall recognition rate of 43%.
20 media coverages were secured, generating an estimated 6.8 million impressions.
The performances of two stakeholder eDMs containing the Stop. Check. Protect. messaging about the benefits of reporting saw open rates that exceeded the benchmark by 95.6% and 20%, respectively.
Earned media activity outperformed expectations, exceeding benchmarks by 150%. This success was supported by timely media interest and the translation of the media release into 12 languages.