TBWANZ, Eleven NZ, and ANZ have introduced a new initiative called ANZ Screen Savers, aimed at protecting vulnerable loved ones from financial scams through the creation of adorable security advice.
This initiative combines the desire of all grandparents – photos of their grandchildren – with the guidance they need to avoid scams.
Launched just in time for Mother’s Day, the program encourages New Zealanders to take pictures of their children holding signs with safe banking tips. These photos are then set as wallpapers on their grandparents’ devices. The objective is for families to share advice on banking safely while providing a memorable and cherished reminder for grandparents to take precautions against scams.
The ANZ Screen Savers initiative was launched in response to research revealing that over 50% of individuals aged 65 and above have encountered actual or attempted scams in the past year.
The campaign will be an ongoing initiative by the bank, utilizing social media, digital platforms, and print media, and will be promoted through earned media and influencer partnerships.
Shane Bradnick, Chief Creative Officer at TBWANZ, stated, “Security advice can sometimes be dull, easily forgotten, and presented in formats that may not reach those who need it the most. Scams have become so prevalent that we all know someone who has been affected recently. Therefore, we wanted to find a way for families to educate their loved ones and ensure that crucial information on banking safely reaches those who are most vulnerable to these scammers.”
The top three tips that every individual aged 65 and above should know are: never give strangers access to your devices, avoid clicking on links in unexpected texts or emails, and hang up if unknown callers ask for personal information.
Ben Kelleher, Managing Director for Personal Banking at ANZ, emphasized, “Older adults are disproportionately affected by various online scams. They fear falling victim to scams but may not always know how to protect themselves. Only 29% of them discuss their scam incidents with their families, so we hope this initiative will encourage them to have more open conversations on the topic and feel more at ease.”
To learn more about how you can safeguard your loved ones from scams with an ANZ Screen Saver, please visit anz.co.nz/screensavers.
Client: ANZ NZ
Production Company: AO Studios
Media Agency: PHD
PR Agency: TBWAEleven PR
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