Fraud Fighters

Senior Designer, contributing to experience design, and system cohesion across digital, experiential, and earned media touchpoints in collaboration with strategy, and account leads.

Financial fraud is rising rapidly in Canada, with 91% of Canadians targeted and more than $500 million lost in 2023. As a trusted financial brand, Interac plays an active role in fraud prevention and participates in global awareness efforts each March.

The objective was to move fraud prevention beyond the screen, creating an experience that would resonate emotionally and drive real behavior change, while reinforcing Interac’s leadership in fraud protection.

Traditional fraud prevention messaging was failing to break through. Canadians often overlooked or quickly forgot standard tips and warnings, limiting their effectiveness.

To stand out during Fraud Prevention Month, Interac needed a bold, memorable approach, one that would cut through a crowded media landscape and make fraud prevention feel relevant, physical, and actionable.

Research conducted by Burson for Interac revealed a critical disconnect: while most Canadians believed they understood fraud, only 36% could confidently identify a scam.

As technology evolves, fraud tactics become increasingly sophisticated, leaving even tech-savvy individuals vulnerable. This insight highlighted the need for a new engagement model that could build awareness, confidence, and retention through experience rather than instruction.

Fraud Fighters transformed fraud prevention into a hybrid digital and in-person self-defense experience. In partnership with United Boxing Club in Toronto and financial expert Reni The Resource, traditional boxing techniques were combined with Interac’s fraud-fighting principles: stop, scrutinize, and speak up.

By teaching fraud awareness through physical movement and real-world interaction, the campaign empowered Canadians to feel confident, alert, and proactive in protecting themselves.

The experience was delivered through a fully integrated campaign spanning:

• In-person public self-defense classes
• Influencer-led participation
• Media and influencer events
• Digital and social storytelling
• Branded visual assets and video content

Each touchpoint was designed to work as part of a cohesive, scalable system, ensuring consistency across physical and digital environments.

• 20M total impressions with top-tier national media
• 17.5M earned media impressions
• 350K organic social impressions
• 31× ROI
• +114% YoY increase vs. Interac’s previous Fraud Prevention Month campaign
• +16% above benchmark KPIs
• 100% capacity across all public classes

The campaign successfully shifted fraud prevention from passive awareness to active participation, reinforcing Interac’s role as a leader in consumer protection.