Fraud Stoppers: Brookline and the CSA/ASC team up to fight fraud!

Brookline recently had the opportunity to assist the Canadian Securities Administrators (CSA) and Alberta Securities Commission (ASC) with developing an integrated communications campaign to coincide with Fraud Prevention Month during the month of March 2014. The campaign also served to educate investors on how the CSA/ASC is able to assist prior to investing by offering tools and learning resources about fraud prevention. Brookline recognized that for this multi-faceted campaign a mix of traditional and non-traditional tactics would be needed to assist with generating interest and mindshare with the general public.

Check. Protect. Invest: A simplistic, yet catchy slogan was developed for the Alberta campaign for easy memory recall. Check. Protect. Invest. became an integral component of all Alberta-based advertising.

A microsite, was also developed so the public could go to the site and learn more about fraud prevention, how the ASC can support when considering investing and audiences were also encouraged to take a quiz about fraud prevention.

To garner public attention and to build a strong media relations angle, Brookline planned and executed a public activation in both downtown Calgary and Edmonton. To generate excitement and awareness for the activation, Brookline wrapped local food trucks in ASC branded creative. To support our campaign messaging of: There’s no such thing as a #Freelunch, we handed out complimentary sandwiches and information about fraud prevention and awareness.  As well, we developed branded napkins, magnets and toques with our campaign messaging. Street team members were deployed to distribute swag items and to generate excitement about the campaign.

The hashtag #Freelunch was created and utilized on all materials related to the public activation. By incorporating a social media tactic into the campaign we were able to gain increased awareness for our public activation.

– Leanna Kruk is a Senior Account Executive at Brookline Public Relations. A native born Torontonian, she started her public relations career in agency where she managed clients in various industries, offering them a wide-range of public relations services. She is passionate about public relations and uses her experience to deliver solid results for clients.

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