#BanksNeverAskThat - a national anti-fraud campaign
Role: VP, Content + Copywriter - American Bankers Association
The goal: Raise awareness of phishing scams, which cost Americans billions each year. Banks and bankers want to help their customers avoid these scams, so I developed a catchy tagline and wrote a campaign’s worth of creative together with a contracted creative team to bring the fun into fighting fraud.
What I did:
Content for campaign landing page and gamified app
Concept development and pitch for campaign look, feel, and messaging
Turnkey social media ads for banks to share and promote
Out-of-home advertising
Video and radio scripts
Stakeholder presentations and company spokesperson for the campaign
1. Website landing page
Both a self-serve portal for banks to download campaign assets, and a consumer-facing site to learn more after spotting an ad, BanksNeverAskThat.com is the most trafficked site in ABA’s consumer campaign history. As copywriter and creative co-lead, I brought the campaign concept to life with interactive quizzes and more in-depth content on financial scams to complement the ‘fun’ ads.
Online quiz copywriting
2. Social media assets
To make it more fun, I took the tagline and turned it into a social campaign focused on ‘things your bank would never ask.’ After a rotational ‘cute’ question, the functional punchline about scams:
3. Print, email, and scripts
Readymade creative for banks included posters, leave-behinds, email signatures and blurbs, and more. A national advertising campaign throughout the month of October was also featured in transit stations throughout Washington, DC. Videos rounded out the campaign.
