DANA warns users of bad guys in humorous anti-fraud campaign

Indonesian fintech platform DANA has partnered with creative agency EPIC Idea to launch the #AwasJebakanBadman campaign, which translates to "Beware of the bad guys." The campaign aims to address the rising threat of online fraud by educating users about complex scam tactics through a combination of humor and informative content.

The campaign introduces a three-step approach for users to combat fraud: monitoring suspicious activities, confirming the authenticity of communications, and reporting fraudulent attempts. DANA highlights its commitment to secure digital payment solutions and fostering a safer digital ecosystem.

EPIC Idea, part of the EPIC Creative Business Group, developed the campaign to be visually and emotionally engaging, aiming to set new standards for scam awareness by integrating humor with educational elements. Three TV commercials have been released as part of the campaign titled "Modus Penipuan CS Palsu" ('Fake CS fraud mode'), "Modus Penawaran Kartu Fisik DANA" ('DANA physical card offer mode') and "Modus Pembekuan Akun DANA" ('DANA account freezing mode'). 

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Modus penipuan CS palsu sees a man and a religious leader on set of a talk show. During the show, the religious leader teaches the man how to monitor, confirm and report scam calls. Meanwhile, Modus penawarn kartu fisik DANA sees a singer singing to a crowd of fans and later teaching them how to monitor, confirm and report card scams. 

Finally, Modus pembekuan akun DANA creatively addresses account-freezing scams. It also features Dr Boyke Dian Nugraha, a notable doctor, actor and sexologist. EPIC Idea states that Dr. Boyke’s involvement adds credibility and humor to enhance the public service announcement’s effectiveness.

It added that Dr. Boyke’s unexpected role brings a refreshing twist to traditional PSAs, turning scam prevention into an engaging and relatable message. “We wanted someone who could make the message approachable and unforgettable,” said Audra Syah Rasjid, creative lead at EPIC Idea. By leveraging Dr. Boyke’s charm and wit, the campaign captures attention while delivering actionable tips: Monitor, confirm and report.

“Indonesians remember what makes them laugh,” added Max Roza Natadjaya, creative director. This approach ensures the message is not only heard but shared widely, sparking conversations and encouraging vigilance. The Modus pembekuan akun DANA” is more than an ad—it’s a cultural touchpoint, proving that scam awareness can be both impactful and entertaining, added Natadjaya. 

Scams have been on the rise across Southeast Asia. Earlier this week, the Singapore Police Force and (SPF) and Monetary Authority of Singapore (MAS) has warned the public to a recent rise in government official impersonation scams. In a joint statement, SPF and MAS said that there have been at least 1,100 cases reported, with total losses amounting to at least SG$120 million. 

Meanwhile, in Malaysia, the Malaysian Communications and Multimedia Commission (MCMC) has reportedly requested social media platform Facebook to remove a total of 249, 268 pieces of content this year. 172,072 of the content was related to online gambling, while 56,136 were related to scams. This makes up 91.6% of the content requested. 

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