Netsafe: Re:scam

Netsafe, a non-profit organisation that focuses on online safety, tackled global cybercrime by using a computer-generated bot that ‘re-scammed’ the scammers.

The story behind the campaign

Challenge

The challenge we were facing with Netsafe was a multibillion-dollar criminal industry, that has been quietly growing for too long. We knew the best solution would be one that could fight scamming in a way that was effective on a large scale, and captured the attention and imagination of people everywhere. Although Netsafe is a nonprofit based in Auckland, phishing scamming is a global issue, so our solution needed to be global as well. Because there is a common feeling of shame amongst scam victims, scamming crimes are not reported or discussed nearly as...

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