The Situation
Despite the many scam awareness campaigns and reminders, Malaysians continue to fall prey to scammers. 

BNM understood that cultural beliefs shape how different communities perceive risk, trust, and financial decision-making. So, instead of traditional scam awareness campaigns that often adopt a one-size-fits-all approach using a generic message, BNM tailored each campaign film to resonate with Malaysia’s diverse ethnic groups, making scam prevention more personal, engaging, and relevant. 

What we did
We adopted a long-term, hyper-localized, multi-film approach tailoring financial education to speak directly to Malaysia’s three largest ethnic groups. 

The three distinct films leveraged on specific festive celebrations, weaving in scam education in their language to warn them about scams most prevalent within their ethnic communities. The films became festive stories that Malaysians could relate to and see themselves in, making scam awareness a natural extension of each celebration. 
The campaign leveraged key digital platforms where the target audiences are most active.

Impact

• Total Impressions: 29.6 million
• Total Reach: 3.6 million
• Total Clicks: 113,947
• Total Video Views: 10.6 million