The Scamathon

The all-singing, all-dancing,
all-scamming event that got NZ cyber protected

National Cyber Security Centre

Creative Director


  • Axis
                                                     
    2x Silver
    2x Bronze


    Best Awards
                                                     
    1x Silver Pin
    1x Bronze Pin

Scammers appeal to our kindess, to take advantage of us.

$3.8 million. That’s the amount New Zealanders unwittingly give to cyber scammers every single week. And they take it from us by preying on our kindness, our generosity, our human nature.
To show the scale of this unfortunate display of collective generosity, NCSC’s annual Cyber Smart Week riffs off the ultimate donation mechanic: the Telethon. Wrapping the sinister scale of this issue behind a sickly sweet veneer. Darkly highlighting how scammers prey on our willingness to give, give, give.
The scammy spectacle played out over the course of a week, taking over broadcast, social feeds, digital and outdoor. Each day saw the release of more all-singing, all-dancing, all-scamming content, as Scammers appealed from the bottom of their heartless hearts to help them reach their goal. Dynamic tickers across digital and outdoor ticked up every single second, tracking their progress in real time. With each touchpoint designed to make you feel like you were tuning back into The Scamathon in real time: making it an unmissable event, and an unmissable message.

Dynamic tickers across digital and outdoor ticked up every second, tracking the Scammers’ real-time progress.

Content dropped daily during the week, tuning the country back in for real-time updates.

A record 62% of viewers took cyber security action –– helping to stop The Scamathon going on and on (and on).

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