Crimestoppers Yorkshire romance fraud campaign advert wins national award

We are pleased that our Crimestoppers Yorkshire romance fraud campaign audio advert won CCUK Audio Ad of The Year 2023.

 
The campaign was launched across Yorkshire last November, to warn people using dating apps to be aware of the harm caused by so-called romance fraudsters.
 
It’s estimated that the average victim of this fraud loses £10,000 during the period of a dating scam. And across all victims of romance fraud, this equals to nearly £100 million in total lost in 2022.

Our campaign was part of a Yorkshire and the Humber region series of campaigns, highlighting some frauds and scams which are having a significant impact on people, especially the vulnerable.
 
The Yorkshire & Humber Regional Organised Crime Unit funded it and assets used in another City of London romance fraud campaign inspired the creative content for the audio advert, which was made by Heart Yorkshire Radio and their creative agency Mind Field.

“Good use of the audio medium to nail the client’s one key message with the memorable impact of storytelling.”
 
A judge’s comment about the advert

 “I’m delighted this romance fraud campaign audio advert has won an award. It was to raise awareness of the excuses some people may come up with when trying to explain why they can’t meet in person, or do a video call.  
 
“I shared the campaign assets with Liz and Steffen, explained the concept and what we wanted to achieve, and they came up with the advert creative, which mirrored the assets perfectly. We then used it on podcasts, and it was very well received. It was a strong campaign.”

Gemma Gibbs, Crimestoppers Yorkshire & Humber Regional Manager 

If you have information about someone who may be responsible for romance fraud, you can tell our charity what you know, 100% anonymously. Complete our safe and secure online form or call our UK Contact Centre on 0800 555 111 at any time.