TBWA\NZ, Age Concern & ANZ: CHIPs returns from the ’80s to fight a new generation of evil-doers

We’re all sharing our digital lives with a group of insidious evil-doers using nasty tricks to steal from us. Some of us recognise scam content. Too many don’t. New Zealand charity, Age Concern, dedicated to people over 65, their friends, and whānau, and banking group, ANZ, have revived the immensely popular ‘70s and ‘80s TV highway cop show, CHiPS, in an education campaign to help Kiwis to win the war against scammers.

The campaign by TBWA\NZ is running nationally in New Zealand across Age Concern centres, TV, print, radio and online. The campaign hopes that familiarity with the show will attract Kiwis and help them to take notice of the types of scams currently out there and what they can do to avoid them. Stats from a recent ANZ research survey revealing that 80% of Kiwis aged over 65 believe that older people can be too kind and trusting for their own good. The campaign uses CHiPS characters to remind people they have the right to hang-up, to say no, and reject calls, texts and emails from people they don’t know.

The campaign leads with a hero 90-second commercial supported by a suite of tactical 30-second spots to raise awareness of the different types of scams to which Kiwis most fall victim. All spots use footage from the original show that have then been carefully crafted to convey the key messages of scam awareness and prevention.

Adding depth to the campaign is a partnership that includes the delivery of digital literacy programmes across communities to increase confidence online, plus a scam awareness training guide, scam academy website, and toolkits. Posters and guides will also be distributed to libraries and community centres.

Shane Bradnick, CCO, TBWA\NZ, commented, “Battling scams and fraud is an issue faced by all Kiwis. Through ANZ’s partnership with Age Concern we wanted to focus on how we can use humour and nostalgia to engage, entertain and empower the people of Aotearoa to be ‘on patrol’ when it comes to scams.

“Rather than being confusing and scary, we brought back one of the most popular TV shows of the ‘80s to deliver a clear and succinct message that is easy to understand. We’re hoping it’s a message and campaign supported by all Kiwis.”

Matt Pickering, general manager of marketing, ANZ, commented, “It’s been a great process to work with Age Concern on a programme that can help make a real difference. At the heart of this scam awareness programme is educating and empowering in an engaging way. This is just one aspect of the work we are doing with Age Concern around digital literacy and one aspect of the work we are doing to help battle fraudsters targeting New Zealanders.”