National awareness campaign
Client: Swedish Bankers’ Association and the Swedish Banks
Agency: Priority
Svårlurad!
My role: I led the concept development / Defined tone of voice and visual system / Developed content and creative guidelines for all channels / Created the Identity design
Creative team: Martin Nunes, Copywriter / Unni von Feilitzen, Designer / Linnea Anckers, Motion / Mathilda Helenasdotter, Digital Designer / Alva Ohlsson Jensfelt, Client Director
Fraud is a significant and growing problem in Sweden, particularly affecting elderly people who often experience digital exclusion and insecurity. On behalf of the Swedish Bankers’ Association and 29 Swedish banks, we developed a unique and longterm initiative to address this issue.
Insight:
Recognizing that shame is a major barrier to open conversation, the tone of voice needed to be caring and inclusive—never harsh or judgmental. We’re in this together!
Brief
How to stop people trusting strangers? We tell them to put the phone down and call the ones they know they can trust. With an inclusive, friendly, and encouraging tone and visual expression, the concept empowers those who feel vulnerable to seek help from close relationships, neighbors, and their banks.
For reliability the creatives portray ordinary people in an intentionally slow, almost too normal way. No rush, no stress, and a deliberately explanatory copy. The four films stand out through their simplicity and subtle humor in a fast-paced advertising landscape.
Activation:
The campaigns included national OOH, digital OOH, TV and streaming, social media, print ads, podcasts, digital display, as well as a website and informational pamphlets.
The result:
Proceeds of crime decreased after each campaign period, and campaign liking scores were more than double the benchmark. The initiative is still going strong after three years.
