Positive Change is Serious Business.

We increased calls to CrimeStoppers by 33% using trusted messengers to highlight the dangers of ‘Money Muling’.

The details.

National Crime Agency
Money Mules
The brief

Raise awareness and understanding among students of what ‘Money Muling’ is and highlight the seriousness of the crime.

How we made positive change

Despite the pandemic disrupting students’ university experience, money remained top of mind. While ‘get rich quick’ schemes can be intriguing, it was clear students couldn’t see them for what they are – money laundering traps that are hard to get out of. Working with the NCA, we developed the latest iteration of the Money Mules campaign, putting the risks of these schemes front and centre through paid media and influencers, including Chunkz, Paigey Cakey and Nadim Almak.

What we delivered
  • Influencers
  • Paid social implementation
  • Paid social planning
  • Social media

Impact in numbers.

increase in traffic to Money Mules website
video views
reached through Snapchat alone
link clicks