The Competition and Markets Authority (CMA) has launched a new digital campaign aimed at encouraging people to report cartels. While fines and monetary incentives play a role in encouraging people to report, this new campaign is based on analysis conducted by the Behavioural Insights Team that shows the decision to report is shaped by a range of other factors. By appealing to an individual’s altruism, and using an illustrative style, the campaign aims to empower people to take what may seem like a daunting step - reporting illegal behaviour.
Running across digital and social media, the campaign has been created by MSQ Partners (lead by Stack with Twentysix providing the media planning) to de-mystify cartels and anti-competitive cartel behaviour, as well as linking contacting the CMA not with risk but with doing the right thing. It explains in a simple, language how cartels harm us all and it’s best to be safe and get in touch with the CMA.
Ads will run on Facebook, LinkedIn, Twitter and digital display targeting business owners, decision makers and potential witnesses in companies of all sizes. The audiences will be directed to a bespoke website to learn more about anti-competitive behaviour and find out how to report it.
Creative director: Iain Hunter
Art director: Stephen Plaster
Copywriter: Dan Smith
Account director: Jenny McLarney
Planner: Caroline Deput
Designer: Olly Lambert