Although Canadians are concerned about fraud, there is generally a low understanding of the various types of fraud and what people can do to protect themselves. Banks do not typically talk much about fraud either – it can be risky for a bank to take a leadership position because it could be perceived as having a higher rate of fraud. TD Canada Trust, however, felt that fraud awareness education was an important issue for Canadians and wanted to take a proactive approach. In 2010, TD Canada Trust developed a public awareness campaign to educate Canadians on credit card, debit card and online fraud and to share what TD Canada Trust does to protect its customers.
Strategy & Execution:
Paradigm and TD created and executed a plan to educate Canadians about fraud and position TD Canada Trust as a leader in this area. In order to provide informed advice about fraud and better understand Canadians’ knowledge of the subject, the communications team commissioned research on Canadians’ awareness levels of fraud. The results of the research were used to inform the campaign’s strategy.
Media materials were issued to coincide with Fraud Awareness Month in March 2010 and again in March 2011. These materials included national and regional news releases, quizzes to test Canadians’ fraud awareness, and research data.
The 2010 and 2011 campaigns together generated 214 stories and more than 56 million impressions across Canada.
Interview requests for TD Canada Trust spokespeople were received from media across the country, and coverage appeared in top-tier media outlets including the Globe and Mail, Canada.com, Canoe.ca, the Montreal Gazette and the Metro Newspapers.
In July 2010 Paradigm conducted a share of voice analysis for TD Canada Trust following the first phase of the 2010 campaign. The analysis revealed that TD was the only bank offering proactive advice on fraud, clearly demonstrating TD’s leadership in this area. Paradigm and TD were recognized with an ACE Award for this campaign from the Toronto Chapter of the Canadian Public Relations Society.