Faced with the increase in financial fraud in Brazil, the Brazilian Federation of Banks (Febraban) launched a national campaign to raise awareness among the population on how to protect themselves from scams. Developed by the agency NCC_1701, by Átila Francucci and Sérgio Silva, the action aims to alert Brazilians about the growing threat of financial crimes, which have intensified in the country.
Starring comedian Fábio Porchat, the campaign adopts a light and direct approach to facilitate understanding of preventive measures. “The choice of Porchat was not by chance: his charisma and communication skills are unique. Today he manages to be close and attractive to all audiences. In his mouth, the message is not only clear but also convincing. Porchat is a real influencer”, says Átila Francucci.
The campaign is present on multiple platforms, such as smartphones, social networks, open TV stations and news portals, with a series of content adapted to reach different audiences and environments where fraud tends to occur and where people seek information to protect themselves.
“The campaign’s insight arose from NCC_1701’s experience in managing Febraban’s social networks and the data collected in the field research we carried out with victims of fraud, leading to the creation of simple and direct commands that help prevent crime before it come to fruition”, explains Sérgio Silva.
Financial fraud generates significant losses, with millions of reais lost annually, affecting consumer confidence in the banking system. “The campaign reflects the importance of collaboration between technology, education and communication to protect the population against the risks of financial fraud”, concludes Sérgio.
NCC_1701 employs the Planning® method, in which creatives think strategically and planners think creatively, approaching the client’s problem in an integrated way.
