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National Fraud Authority unveils Action Fraud campaigns


By Ishbel Macleod, PR and social media consultant

March 11, 2013 | 2 min read

The National Fraud Authority has announced the appointment of WDMP as its lead creative agency, with the goal of raising awareness of its Action Fraud service, with two ads set to go live this week.

WDMP is set to unveil the campaigns: one aimed at consumers and one aimed at SMEs, both with the aim of building awareness of types of fraud and ensuring people and businesses know to report it to Action Fraud.

Ryan Adams, NFA marketing & communications manager comments, “Fraud is not a victimless crime, and the effects of fraud can be devastating, robbing individuals and businesses of their money. Action Fraud provides up-to-date advice to help protect people and businesses from fraud, and takes fraud reports on behalf of the police as the national reporting centre. The creative strategy of WDMP enables complex messages to be communicated to our target audiences in a relevant and impactful way, and we are pleased to be working with WDMP to raise awareness of Action Fraud and the important public service it provides.”

The first consumer brief will focus on reaching people who are transacting online or searching for fraud terms specifically; with the SME brief will focus on digital advertising with strong messaging around how Action Fraud’s services can help businesses take control of their own fraud prevention.

Gavin Wheeler, CEO at WDMP, added: “Action Fraud is an invaluable service and this activity is designed to boost its profile and raise awareness of fraud issues. Our campaign approach for both consumer and SME audiences will ensure that recognition of Action Fraud’s services will be built where it is most needed. With fraud costing our economy £73 billion every year, we hope that our work for the NFA can make a real difference.”

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