No Ifs

Perceptions of people that ‘dabble in fraud’ were that they were just doing a ‘bit of fiddling’. But fraud is fraud, and it’s not just those involved in ‘the big stuff’ who are breaking the law. Our simple yet powerful idea reclassified fraud as theft, labelling all fraudsters as thieves. The perception prior to the campaign was that only 73% of people thought those that abuse the system should feel guilty which rose to 81% post campaign.