Cost of Living

Phase 2 – Scam Awareness during the Cost of Living Crisis

This campaign was developed in response to the current Cost of Living Crisis, on behalf of Citizens Advice Hull & East Riding. After having completed a successful Phase 1 based around…. Phase 2 of the campaign was to raise awareness of the scams circulating and targeting potential victims in the local Hull and East Riding community. More than three quarters of UK adults said they have been targeted by a scammers in 2022- a 14% increase compared to the previous year.

We learned throughout how to hone the campaign to be most engaging and relevant to the target audience through which we increased unique click through rate from 0.44% in Phase 1 up to 9.52% in Phase 2

The aim of this campaign was to reach local people with a package of support delivered by Citizens Advice Hull & East Riding. The communications campaign aimed to help preventative measures across some forms of greater hardship during a cost of living crisis.

The first phase of the campaign focussed on being ‘Switched On’ to cost of living support available. A signature campaign style was created that adhered to client branding whilst also establishing a brand identity.

The second phase focussed on being ‘Switched On’ to scams prevalent in the community.

As information around being vigilant to scams can be relevant to anyone, the aim of the campaign was to reach local people in Hull & East Riding covering all demographics. We provided accessible advice made interactive and shareable across the following topics:

  • Citizens Advice ‘Scam Awareness’ week
  • Be aware of the current scams
  • Can you spot the scam?
  • How to report scams
  • Knowing what to do if you received a suspicious looking text message

Content was converted into digital adverts running across the Citizen’s Advice Hull & East Riding Facebook and Instagram pages.


Citizens Advice Hull & East Riding, supported by Reckitt



What did
it achieve?

Ads served across all platforms reached 68,290 people with 597,703 impressions meaning on average someone would receive 8 adverts.
Across all of the ads that ran, 11,818 users (unique) clicked on an advert to find out more information, which is a 372% increase from phase 1 results (2,503 users).

6,504 users (unique) clicked through various links that were included in the post, which is a 549% increase compared to phase 1 results (1,101 users)

Phase 2 provided insights on how to build the third phase of the campaign which looks at preparing yourself for winter and scams you may come across during the festive period.

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