BIMA Awards

The Most Human Instinct

by Weber Shandwick for Unicef for Unicef

Project information

HSBC UK needed to cut through the shopping frenzy of Cyber Monday to alert – then educate – the British public about the dangers of online fraud. In a time of declining trust, a campaign based on ‘fake news’ was brave – both for a leading bank and for trusted celebrity Rachel Riley. But it worked. Rachel’s confession was the top tweet in Twitter’s Cyber Monday trend. The campaign generated over 14.2 million views and over 88 million impressions and made national and global news headlines. Members of Parliament, fraud organisations and regional police forces applauded the initiative.