Maybank Singapore tackles scam prevention with a dose of humour

Financial institution Maybank Singapore has launched a new campaign aiming to educate the public about how scammers operate with a touch of humour and realism.

Titled "Let's Lay Off Scammers", the campaign encourages individuals to learn more about various scam tactics and as well as how they can best protect themselves from them.

"Let's Lay Off Scammers" consists of three videos titled "Elevator", "Impersonation Department" and "Call Centre". In each video, Maybank Singapore offers the perspective of scammers who are vexed that their scam tactics are failing to deceive their target victims.

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In "Elevator", a scammer is seen packing up his things in the office after being laid off. A fellow scammer meets him at the elevator and strikes up a conversation. She apologises for his misfortune and asks him which department he was from.

The laid off scammer complains about how no one has been falling for his scams. When the elevator door opens, he sees his boss who was also recently laid off.

"Impersonation Department" on the other hand features a pair of scammers packing up and reminiscing the tactics they used to impersonate and scam victims.

Lastly, "Call Centre" shows a group of scammers calling victims who are interrupted mid-way by the unfortunate news that they have to shut down their department. 

The campaign was conceptualised by M&C Saatchi Singapore and was first released on Maybank Singapore's Facebook page, YouTube and website.

"This campaign is integral to our ongoing scam education efforts to build greater awareness and action that we can all take against scams," said Helena Ooi, head of strategy at Maybank.

The three videos were scenarios based on the most common types of scams many victims are susceptible to, added Ooi.

“In an era where digital transformation is the way forward, it is increasingly important to distinguish between authenticity and deception, and to safeguard our digital ecosystem," she said.

Scams are a big concern in Singapore. Last year, the Singapore Police Force reported over 20,824 scams from the months of January to June in its mid-year scams and cybercrime statistics 2023 report. A total of SG$281.3 million was stolen with the top scams in Singapore being job scams, eCommerce scams and fake friend call scams.

In October 2023, YouTube collaborated with the Ministry of Home Affairs (MHA) and local content creator Naomi Neo in a video to raise awareness about scams.

The collaboration is also part of the YouTube Creators for Impact programme that was launched in July 2023, and supported by the Ministry of Communications and Information.

As part of Creators for Impact, YouTube and MHA held an open call to the wider local YouTube creator community to invite more video ideas that further educate and engage Singaporeans on online scam awareness.

The programme aims to respond to the 64.5% increase in scam cases in the first half of 2023 as compared to the same period last year, based on the mid-year 2023 statistics report by Singapore Police Force.

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