[JUDGING] Competition and Consumer Protection Commission
Section: Best Multiplatform Campaign - Paid
Organisation Name: Competition and Consumer Protection Commission
Campaign Questions
Name Of Brand Client
Competition and Consumer Protection Commission (CCPC)
Campaign Name
Scam University – Fraud awareness campaign
Personpeople Who Led This Campaign
CCPC marketing team, with support from Havas Media and Havas Dublin. The campaign was delivered collaboratively within the CCPC, with input from marketing, consumer protection, financial education, corporate communications and helpline teams.
Do You Use Alt Text In Your Images And Caption Your Videos
Accessibility was integrated into campaign delivery. Video content was produced with captions for platform optimisation and accessibility, and the Scam University video series was translated into Irish Sign Language to ensure access for the Deaf Community. Alt text is used across digital assets where platform functionality allows.
What Objective For Campaign
The objective was to raise awareness of common and emerging scams and encourage behavioural change by helping consumers pause, check and verify information before making financial decisions.
The campaign responded to growing levels of fraud in Ireland and aimed to provide practical, accessible, fraud-prevention education at a time when consumers were increasingly targeted online.
Through Scam University, the CCPC sought to equip consumers with the knowledge and confidence to recognise scam tactics, avoid financial loss and make informed decisions.
The campaign directly supported the CCPC's strategic goal of empowering consumers through trusted, independent information.
Outline Your Strategy For This Campaign
Scam University was designed as a fully integrated multiplatform campaign, recognising that consumers engage with content differently across channels. Rather than relying on a single platform, we built a connected ecosystem where each channel played a distinct role in the audience journey.
Paid social activity across Meta, TikTok and Snapchat delivered broad reach & highly engaging platform-native content, while a trusted publisher partnership reinforced credibility & extended campaign reach. A dedicated Scam University hub on the CCPC website acted as the campaign destination, bringing all channels together & providing practical resources to help consumers identify and avoid scams.
Content was tailored for each platform rather than simply repurposed. Long-form educational videos delivered deeper learning opportunities, while short-form social content captured attention and drove traffic. Consistent branding, messaging & storytelling ensured a seamless experience regardless of where audiences encountered the campaign.
Using the familiar concept of university modules & led by a well-known Irish comedian, the campaign presented complex scam tactics in a humorous, non-judgmental tone, reducing stigma & encouraging engagement.
By leveraging the strengths of multiple channels, the campaign achieved greater reach, engagement & impact than any single platform could deliver alone.
What Were The Outcomes For This Campaign Metrics Next Question
Scam University delivered exceptional results, demonstrating the effectiveness of a strategically integrated paid multiplatform approach to public education.
The campaign generated 98,400 complete video views, 52,349 website visits and reached over 3 million people across social media.
Beyond reach, the campaign achieved strong levels of meaningful engagement. High video completion rates across both long- and short-form content showed audiences were actively consuming educational content rather than simply viewing it. The strongest-performing modules, including Investment, Romance and Phishing scams, demonstrated the value of combining audience insight with platform-specific creative.
Most importantly, Scam University successfully transformed a complex consumer protection issue into content that was engaging, accessible and shareable. By combining trusted information, creative storytelling and a coordinated multiplatform delivery strategy, the campaign strengthened the CCPC's position as a trusted source of consumer advice while helping consumers recognise and avoid scams before becoming victims.
Why it stands out: The campaign didn't just raise awareness, it delivered measurable engagement, exceeded every primary KPI and proved how a paid multiplatform strategy can drive real public impact at scale.
What Are Your Metrics For This Campaign Real Metrics Please
98,400 complete video views (KPI: 12,000)
52,349 website visits during the campaign period (KPI: 34,000)
Social media reach of 3,088,794
Social media engagement of 772,619
Multi-platform delivery across Meta, TikTok and Snapchat increased efficiency and audience reach
Strong one- and two-minute video completion rates demonstrated sustained audience attention and message retention
Is There Anything Else You Want To Add Be Brief
Scam University demonstrates how public service organisations can use paid multiplatform content to educate, engage and influence behavioural change at scale. The campaign transformed fraud prevention from a traditional awareness message into an accessible learning experience, creating long-term assets that continue to provide value beyond the campaign period and can be expanded as fraud trends evolve.
