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Re:scam

Re:scam | Netsafe | DDB
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basics
Industry: Public interest & Non-profit
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
Netsafe is non profit NGO that fights to make the internet safer for everyone. But in recent years phishing scamming has steadily grown into an estimated $12 billion industry world wide. This is largely due to the silence around phishing scamming and the increased internet use across all demographics. Cyber security is not something people get excited about. We needed them to be. Phishing scams have become an annoyance to all, but life destroying to many. Those who know how to recognise scams can delete them when they receive them, but this does nothing to protect their neighbours, grandparents, colleagues and friends. Meanwhile, technological advances have allowed chatbots to become remarkably human-like and in some cases very helpful, but they also have the power to be extremely unhelpful. We saw potential in this.
Strategy
We’ve worked closely alongside Netsafe from the beginning of the project to make use of their wealth of knowledge and data insights. We knew we needed a multifaceted weapon against scammers that disrupted their industry, engaged users, and was also educational. Anyone with internet is our target audience. From the outset we were careful not to portray any demographic as ‘typical victims’ as contrary to popular belief everyone is at risk from scammers. This is reflected in the range of personalities built into the Re:scam, and its many faces. Our call to action remains simple and consistent. Forward all scams to me@rescam.org. All other points of contact have flowed from that first action. As a false target Re:scam has increased response rates to scam emails. This turns the numbers game against scammers and damages their profits.
Relevancy
THIS SUB-CATEGORY HAS A DIFFERENT VIDEO Re:scam centres entirely around phishing scams. Because the problem spreads via email, we knew the weapon against it could too. After being directed to forward their suspected scam emails to Re:scam, users have the option of receiving update emails to let them know what is happening in the conversation(s) they have started. Law enforcement has boundaries but emails don’t, so our best weapon was to fight fire with fire. By increasing the response rate to scam emails with this undetectable false target, we have directly sent all phishing scammers a huge business problem.
Outcome
At last check, Re:scam has earned over 279 million impressions and started an ongoing global conversation around email scams. Through email correspondence and social media it continues to educate millions on the changing face of online scams. To date Re:scam has sent more than a million emails to scammers, wasting a total of more than 5 years of their time. The constant flow of data being collected on trending scams, scammer’s techniques and IP addresses is provided to national and global cybercrime agencies. As well as this, Re:scam has become a point of contact for people who are being scammed and haven't talked to authorities. These victims are all referred straight to Netsafe where they get the right advice and support.
Execution
After a year of development and testing Re:scam was unleashed on the world’s scammers. We first shared Re:scam with local television news and then released a video online in which Re:scam introduced itself to the world, with one simple instruction: forward scams to me@rescam.org. Within 24 hours of going live Re:scam had gone global. As hoped, Re:scam had people talking about scamming everywhere. Re:scam joined the conversation through various social media accounts which it uses to educate and update followers and influencers on scams and how to avoid them. At rescam.org people can meet the chatbot ‘faces to face'. It features our favourite conversations and updates on the amount of time the project has wasted. Through rescam.org people can connect to Netsafe for advice and victim support. With the steady flow of incoming scammer data is shared with cybercrime fighting agencies like The Police, Interpol and The FBI.
CampaignDescription
Re:scam is an AI chatbot designed to do the one thing you shouldn’t: reply to scams. When you forward any suspicious emails to Re:scam, it identifies scam emails and then begins a never-ending conversation with the scammer so they waste their time talking to a chatbot instead of real targets. Re:scam uses IBM Watson to analyse emails and add to its ever growing vocabulary. With multiple personalities and the ability to generate false account information (including credit card numbers, bank account information and postal addresses) there's no way for scammers to know they're talking to computer. Users can check up on and share the conversations they initiate, fuelling an important global conversation. This constant flow of emails from scammers provides entertaining content but also up to the minute data on trending scams. Re:scam is using this to educate people through social media, and shares all scammer information with cybercrime agencies.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Channels > Use of Technology
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