Title | TRICK PEOPLE |
Brand | CHIBA POLICE AND THE ASAHI SHIMBUN |
Product / Service | FRAUD PREVENTION AWARENESS |
Category | A02. Best Use of Magazines/Newspapers |
Entrant | ADK Tokyo, JAPAN |
Entrant Company: | ADK Tokyo, JAPAN |
Advertising Agency: | ADK Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Kunihiro Hayashida | The Asahi Shimbun | Senior Sales Manager/Media Architects |
Masaki Nakamura | The Asahi Shimbun | Media Architects |
Fumihito Mizue | The Asahi Shimbun | Media Architects |
Hajime Watanabe | The Asahi Shimbun | Media Architects |
Michiaki Okabe | The Asahi Shimbun | Supplement Coordinator |
Yohsuke Itoh | The Asahi Shimbun | Delivery Coordinator |
Kanji Ishizaki | The Asahi Shimbun | Delivery Generan Manager |
Yasuhiro 'wolf' Fukada | ADK | Executive Media Planner |
Takaaki Hiratsuka | ADK | Media Planner |
Mutsumi Ajichi | ADK | Creative Director |
Yumiko Aoyagi | ADK | Art Director |
Hiroo Hashimoto | ADK | Creative Curator |
Kenji Nakato | Creatorsgroupmac | Art Director |
Hiroo Muro | Creatorsgroupmac | Art Director |
Satsuki Kashiwagi | Creatorsgroupmac | Designer |
Yusuke Hatakeyama | Creatorsgroupmac | Designer |
Koshiro Iwaya | Creatorsgroupmac | Copywriter |
Masaya Haraguchi | ADK | Director Of Communication Channel Planning |
Fumiaki Takeuchi | ADK | Planner Of Communication Channel Planning |
Major Banks/Nakayama Merchants' Association | Special Thanks |
Delivered to homes throughout the nation via Japan's unique delivery system, the advertisement hoodwinked numerous readers, helping to raise awareness of the heinous crime of money transfer fraud, which resulted in a reduction of around 63% in the incidence of such crime over a year earlier. The advertisement was reported on the day's news programs and discussed in blogs. It was also posted up in banks and shops in local shopping centers where it generated widespread attention, and was used as a free paper helping to raise awareness and change people's thinking on money transfer fraud in the community.
Japan's capable police force teamed up with the Asahi Shimbun, a venerable newspaper of high repute, and took the bold step of using a counterfeit bill in an advertisement with the deliberate intention of deceiving newspaper readers. This tactic of using a simulacrum of the experience was intended to raise awareness among readers of their potential susceptibility to money scams. Taking advantage of newspapers as the media for methodical reporting, the advertisement contained articles on past cases of money transfer fraud, information on the methods used by fraudsters and advice on how to counter the criminals. The campaign was taken nationwide through tie-ups with major municipal banks and local shopping areas.
Fraud losses amount to around 100 million yen a day, which adds up to around 100 billion yen in the past four years. Pernicious money transfer fraud targeting the elderly has become a major social issue in Japan. It has received extensive media coverage and the police have launched a major campaign aimed at eliminating the problem, but the number of fraud victims continues to rise. One of the biggest obstacles to reducing this crime is that, whilst 92% of elderly people are aware of this type of fraud, 80% believe that they are immune. This lack of vigilance and egoism was a major hurdle.