Creating a character to change behaviour

Challenge

Investment fraudsters steal hundreds of millions from British Columbians every year. A lot of those ripoffs happen online, via social media platforms that hype up so-called investment “opportunities.” The BC Securities Commission wanted us to help them educate investors about this increasingly common type of fraud.

Approach

Instead of simply preaching about the danger, we decided to personify it. We created a character who personifies the fear of missing out many people feel when faced with an “opportunity” that seems to be making everyone else rich. FOMO’s lighthearted over-the-top excitement allowed people to have a little laugh at the emotion, while recognizing how dangerous the emotional pressure really is.

Results

Preliminary results have been strong. Recall among our target audience (younger men and women age 25-40) has been strong and above industry norms. Audiences have responded to our character positively, and website visits are up dramatically over the previous year.