NCSC
The Scamathon
NCSC
The Scamathon
The Scamathon is on: scammers thank New Zealand very much for its generosity, for National Cyber Security Centre via Special Wellington, MBM and Honeymoon Films
$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.
“Scammers appeal to us, to take advantage of us” says Bethany Omeri, Head of Strategy at Special Wellington; “The perception is often that it’s the individual’s own fault for falling victim; but reality is, it’s because scammers use calculated tactics to get into our hearts and wallets.”
To show the scale of this unfortunate display of collective generosity, National Cyber Security Centre’s (NCSC) annual Cyber Smart Week riffs off the ultimate donation mechanic: the Telethon. Says Mark Forgan, Executive Creative Director at Special Wellington: “The Scamathon wraps 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 LUMO outdoor ticked up every single second, tracking their progress in real time. Says Kaitlin Mitchell, Business Director at MBM: “Every touchpoint was 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.”
Says Penny Tunnicliffe, Campaigns Manager at NCSC “Online protections like strong passwords and two-factor authentication are something people have heard time and time again, but often don’t implement because they think they wouldn’t fall for a scam. The Scamathon gave us a bold way to bring to life an unsettling truth – that everyone’s kindness, busyness and willingness to please is being preyed upon. And that without the right online protections, The Scamathon will keep going on and on.”
The weeklong event was brought to life by Honeymoon Films at the home of New Zealand’s original Telethon, Avalon Studios. Says director Louis Sutherland: “The unique challenge of this project was in crafting executions that simultaneously worked hard on their own, but also built towards a compelling arc that evolved over the course of the week. Infused with our real-life experiences of being scammed, dark humor blends with a sharp social commentary on the manipulation tactics scammers use. Having Avalon Studios onboard to give us access to the original Telethon studio added massively to the authenticity and scale.”
Says Matt Barnes, Lead Business Partner at Special Wellington: “Scamathon week drew plenty of attention to this important cause, with a record number of organizations getting involved by sharing resources to protect businesses and individuals alike. I’d say bring on Scamathon 2025 – but hopefully this works its socks off to stop it in its tracks.”
View the full week’s worth of Scamathon films here.
A media kit with images and GIFs can be found here.
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EXPOSED: Through the lens of a hacker
