Take Five to Stop Fraud trains the nation’s ‘stop muscles’

In 2024, Take Five to Stop Fraud empowered the UK to strengthen its ‘stop muscles’ – our best defence in the fight against fraud. With £570 million in fraud losses in the first half of 2024 and the severe psychological harm fraud can cause victims, the campaign built on its success to remain relevant.

Led by UK Finance on behalf of the banking and finance industry, the campaign reached record-high activity recognition following a year of innovative digital campaigns activated across TikTok, Meta and website content. Our strategy centred on raising awareness of Take Five’s ‘Stop, Challenge, Protect’ messaging and focused on the gateway step: ‘Stop’. We engaged audiences online where they were most active and most susceptible to fraud. Campaign peaks saw us: *Launch Take Five on TikTok – a channel strongly resonating with Take Five’s priority 18-34 audience – with an AR filter game which ranked in the top 1% of filters in launch week. *Unveil an online, academically informed quiz revealing the environmental factors which make us more susceptible to fraud. *Tour the UK with pop-up Stop Inns combining fraud advice with mind-reading technology to demonstrate the power of strengthened ‘stop muscles.’ For each campaign UK Finance’s members were equipped with tailored toolkits to amplify on their own platforms, and we formed strategic influencer partnerships to generate bespoke content to amplify with paid across platforms. These efforts empowered consumers to ‘Stop’, helping UK Finance’s members with their continued focus on supporting customers to protect themselves against fraud.