Visa Canada targets young adults with fraud campaign

March is Fraud Prevention Month and Visa Canada has launched a series of online videos to educate young adults on the risk of sharing personal and financial information online. The first video in “The Concert” choose-your-own-adventure series starts with a guy asking his friend to text his credit card information so he can purchase tickets […]

March is Fraud Prevention Month and Visa Canada has launched a series of online videos to educate young adults on the risk of sharing personal and financial information online.

The first video in “The Concert” choose-your-own-adventure series starts with a guy asking his friend to text his credit card information so he can purchase tickets to a concert. The video ends by giving the viewer two options: send the information or buying the tickets yourself. The next video in the series depends on the answer the viewer has given.

The campaign is based on the findings of an online survey conducted by Fabrizio Ward on behalf of Visa Canada. The survey found that young adults (18-34) take more risks with their personal and financial information than any other age group, said Michael D’Sa, head of payment system security at Visa Canada.

Nearly half (45%) reported taking risks such as loaning their card to someone or sharing their payment card information over email, phone or text.

The credit card company has been launching initiatives around Fraud Prevention Month since its inception seven years ago, said D’Sa. Each year Visa uses the survey results to alter the theme and focus of the March campaign. Past campaigns have focused on seniors, retailers and law enforcement.

Visa Canada is using social media networks such as Facebook and Twitter as well as a dedicated fraud prevention microsite to promote the video.

Last Frame Pictures handled production for the videos. Jordan Heidendahl handled art direction.

Brands Articles

PepsiCo and InterCon Hotels execs embrace ‘The Many’

C2 Montréal invites brands to discuss how they're putting consumers in charge

Wonderbra pushes modern look in new campaign

77-year-old brand aims to attract new consumers with fresh imagery

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices