Helping to fill in the gaps in the fight against fraud for the UK Government
The Challenge
The National Fraud Strategic Authority was created in 2009 by the British Government Attorney General’s Office and brought together for the first time over 25 private and public sector law organisations to tackle and help prevent fraud. Its purpose was to improve the sharing of knowledge about fraud and tackle fraud in the UK – a problem which costs the UK £30 billion a year.
A brand marque existed but was inflexible for use in comms and had no surrounding brand positioning. Marketing needed to appeal to a wide range of Government stakeholder groups, law enforcement agencies, pivate businesses, consumers and ultimately the UK Attorney General.
The Liquid Way
Liquid refined the brand marque and then created clear supporting guidelines for use by stakeholder agencies. We then created a wide suite of materials using stylised photography and illustration. These included internal Government reports as well as external information marketing for Action Fraud – the NFA’s consumer-facing service.
Action Fraud marketing included direct mail and online display banner advertising designed to raise awareness of the strategies used by fraudsters and provide information on support available for fraud victims.
Liquid Results
The Liquid Way continue to manage a wide range of marketing communications for the NFA.
