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Scams Awareness Month - 'Play your part, act on scams'

Scams Awareness Month 2017 is taking place throughout the month of July. Partnership work is key to this campaign. Both locally and nationally, we have seen the biggest impacts when working together with other organisations to spread the message and increase the effectiveness of our engagement with the public. This briefing has been created to provide you with the information on how you can get involved in this year’s campaign. The full campaign briefing can be found on the Citizens Advice Website.

General background

Scams Awareness Month is an annual campaign bringing together organisations and consumers across the country to take a united stand against scams and fraud which affect millions of people each year. Last year, there were 340 organisations involved across the country, and a third of a million consumers were reached in face to face and offline campaigning.

The aim is to reduce the risk and impact of scams and fraud by raising awareness and encouraging people to take action – recognising, reporting, and talking about the issues. This year we are going to be focusing on tackling underreporting and stigma, targeting our messaging to four demographic groups. This year’s campaign theme is ‘Play your part, act on scams’.

Target demographics

We’re organising our campaign, content and messaging to speak directly to groups of people who are the most targeted or suffer from high levels of detriment from scams and fraud. We believe this will make Scams Awareness Month more impactful as we will be providing the resources and information in a way and place to reach those who need it most. 

Using the research, co-designed with colleagues from local Citizens Advice and Trading Standards offices, and in consultation with the Consumer Protection partnership, four groups have been identified to target our campaign to this year. As with previous years, we are scheduling our communications and content by week. Below are these groups with their corresponding weeks:

Week one, beginning Monday 3 July - The 'life established'

This group is impacted by a wide range of scams, often losing large sums of money. They also make up the largest group targeted.

Week two, beginning Monday 10 July - Young people (aged 18-24)

This group has seen a sharp rise in the number of victims, and are amongst the least likely to report a scam.

Week three, beginning Monday 17 July - Socially isolated

This group is amongst the hardest to reach and have high levels of recurring- victims.

Week 4, beginning Monday 24 July - Over 70s

This group encounters a high level of detriment and are most likely targets of certain kinds of scams and fraud.

Resources and partner hub

You can find all of the resources on the Citizens Advice website - www.citizensadvice.org.uk/sam17

These include a background briefing, posters and postcards, sticker sheets, template press releases and much more. While these will all be available digitally, there is also the opportunity to order physical copies of select resources.

This year for the first time, there will also be a ‘partner hub’ where all organisations involved will have the opportunity to promote their own resources and come together to help fight scams.
Organised via issue-area, the hub can either host a document or point to a webpage where campaigners and other organisations can find your resources. If you have resources you would like to be included, please don’t hesitate to get in touch with: alex.smith@citizensadvice.org.uk

How to get involved

As set out above, each week will cover a different demographic group, however we understand that some partners will have content that they want to share to general audiences or around specific scams. Please get involved in our conversation online using #scamaware or contact us at the details below to talk about how we can work together.

  • Encourage your network, local offices or members to participate in the campaign by sending them this briefing or the web address for our campaign where they can find out more.
  • Promote the campaign messages to your staff. Consider including our campaign on your intranet or organisational newsletter. If you have an interest in training staff or putting specific content in your communications, there are materials that can help on our website www.citizensadvice.org.uk/sam17
  • Register your organisation or partnership on the SAM17 map which will show you who else is campaigning in your community. You can find this on the website.
  • Download and order printed resources to use in your local offices, branches or at events from www.citizensadvice.org.uk/sam17
  • Send in resources for the partner hub to share - Please see the section ‘resources and partner hub’ for more information.
  • Sign up to receive a digital communications pack. Get this pack containing suggested tweets, posts and graphics by emailing alex.smith@citizensadvice.org.uk
  • Host a local event to help spread the key messages of the campaign with the public. Please get in touch with us for ideas and suggestions.

Key timings

Early June

  • Launch of campaigning site (launch of /sam17 website for campaigners and external partners. This will include digital resources, ordering, and partner hub).
  • Physical resource packs arrive at local Citizens Advice and Trading Standards offices.

Last week of June

  • Embargoed template press releases, social media pack released by email
  • Microsite for the campaign (public facing) launched

June 30

  • Media launch

July 1 - July 30

  • Scams Awareness Month

Key Contacts

If you have any questions or would like further information about the campaign, please contact Beth.Yamamoto@citizensadvice.org.uk and alex.smith@citizensadvice.org.uk or pressoffice@tsi.org.uk

Follow us on twitter @ctsi_uk

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