As the pressure of Christmas builds, scammers are taking advantage of moments when people are distracted, stressed or focused on family rather than risk. New research from Microsoft revealed that almost half of Brits were targeted by a scam in the past year, with financial strain and seasonal stress making people more vulnerable than ever. To bring the issue to life, the campaign combined hard-hitting data with personal testimony from Amy Hart, alongside expert insight into how technology is changing the threat landscape.
Challenge
• Scam fatigue and embarrassment stop many people from engaging with fraud warnings
• Christmas pressure increases vulnerability, but this risk is often underestimated
• The rise of AI-driven scams has made fraud harder to spot and easier to fall for
Key Statistics
• 327 broadcast opportunities nationwide
• 155.4 million total reach across TV, radio and online
• 46% of people targeted by scammers in the past year
• 80% believe AI is making scams harder to detect
• More than half do not know where to report a scam
Action
The campaign centred on timing, relevance and realism. Amy Hart shared her experience of losing £5,000 in seconds to a convincing bank impersonation scam, helping audiences understand how quickly fraud can happen during everyday moments. Broadcast interviews paired her story with expert commentary on AI, impersonation and number spoofing, reinforcing a simple message to slow down, stop and check. Strong coverage across Sky News TV and ITV National News ensured the warnings reached people during peak listening hours, when scam attempts are most likely to land.
Results
• 327 broadcast opportunities across national and regional media
• 155.4 million reach driven by TV, radio and online coverage
• Heavy rotation on Sky News Radio kept the issue live throughout the news cycle
• Prominent discussion on ITV National News by Chris Choi positioned scams as a mainstream consumer risk
• Clear, practical advice consistently delivered alongside real-world experience
Key Takeaways
• Personal stories cut through stigma and make fraud warnings feel real
• Seasonal relevance increases urgency and attention
• Repetition on trusted news stations reinforces behaviour change
• Clear, calm guidance helps people feel informed rather than alarmed
