Gen Z more likely to fall for online scams - as police look to raise awareness
The campaign has been designed by students from Falmouth College
Devon and Cornwall Police and students from Falmouth University are working together on a new anti-fraud campaign, which remains the UK's most reported crime.
Figures show almost half of 18 to 24 year olds have been targeted by 'impersonation scams' and there's suggestions Gen Z are more likely to fall for an online scam than those who are older.
In 2024, fraudsters stole more than £1 billion in the UK with reports scammers are increasingly using AI to lure shoppers to fake businesses - as banks now prevent an estimated £1.5 billion being lost to fraud.
The new anti-scam campaign is aimed at students and younger demographics and uses farm animals delivering humorous puns to try and stand out.
The concept was created by Amelia Belam and Louis Brown, third year creative advertising students at Falmouth University, who developed the idea as part of their studies.
Amelia said: "When we did the initial research for our campaign, one of the things we learnt was that we’re all being targeted by scammers and anyone can be a victim.
"As we’re targeting a Gen Z audience we decided that a more comical approach was the best way to get their attention and convey the main message, which is that they need to protect themselves from fraud and scams.”
Louis added: “Working with Devon and Cornwall Police is a great opportunity, and we had a lot of fun coming up with the campaign. It’s amazing to see our initial concepts being brought to life and I hope the campaign helps to protect people from scams.”
Campaign posters will be appearing on bus stops across Devon and Cornwall, near to colleges and university sites. During the campaign it is estimated that over half a million people will see them.
Alongside the posters, a series of AI generated videos will be released on social media platforms throughout March.
Detective Sergeant Tona Pooley, a Fraud specialist with Devon and Cornwall Police, said: “Scammers can be highly manipulative and convincing, often leaving their victims feeling ashamed and too embarrassed to report what has happened.
"I want to encourage people affected by fraud to report it either at the national Report Fraud website or directly to the police. We understand how people feel about being scammed – we’re not going to judge or shame you.”
She continued: “It’s a mistake to assume that scammers only target older people, Fraudsters have all kinds of schemes targeting young people, with research recognising that 16-25 year old victims account for over half of all scams in the UK.
"There’s ticket fraud, promising non-existent access to tours and festivals, the minefield of too-good-to-be-true crypto schemes and romance fraud, where a criminal grooms their victim into sending them money or buying gift cards under the pretence of being in a relationship. Scammers will adapt their techniques to take advantage of anyone, of any age.”