Q&A: Attorney General’s Office

Brand/Identity, Case Studies, Integrated

Work

The challenge.

What if there really was a Nigerian Prince? There’s not, but the Colorado Attorney General’s Office had a problem.

details

Year: 2014

Categories: Brand/Identity, Case Studies, Integrated

Approach

Fraud was growing at an alarming rate across the state, while reports of it were shrinking. In addition, the Consumer Protection division deals with a large number of categories that can create confusion for the public as well as a limited level of understanding of what they do.

With the entire population of the state (and in particular young adults) serving as the target audience, our objective was to increase the awareness and understanding of Consumer Protection resources available to Colorado residents and drive a relevant dialogue to the Consumer Protection call center from both the new microsite and advertising campaign. We also wanted to make it easy to report fraud online.

We communicated our message through a robust mix of on and offline media, with a heavy emphasis on out of home. Working with a LA-based CGI studio, we created a set of friendly animated animal characters to represent the most common types of fraud. The Predatory Lender, The Identity Thief, The Shark Financial Advisor — they’re all here, along with a few of their friends, to pose questions that educate consumers about fraud.

If we were going to educate anyone, we needed to give the public a place to go. So we redesigned the Consumer Protection website, stopfraudco.gov, to be easier to navigate and more user friendly. By reorganizing the content and creating a standalone site from the Attorney General’s Office we minimized the “government” influence on the page, encouraging trust and spreading awareness. While we were at it we structured the site to more clearly house case study information and simplified the process to submit a fraud report online.

 

Approach

Fraud was growing at an alarming rate across the state, while reports of it were shrinking. In addition, the Consumer Protection division deals with a large number of categories that can create confusion for the public as well as a limited level of understanding of what they do.

With the entire population of the state (and in particular young adults) serving as the target audience, our objective was to increase the awareness and understanding of Consumer Protection resources available to Colorado residents and drive a relevant dialogue to the Consumer Protection call center from both the new microsite and advertising campaign. We also wanted to make it easy to report fraud online.

We communicated our message through a robust mix of on and offline media, with a heavy emphasis on out of home. Working with a LA-based CGI studio, we created a set of friendly animated animal characters to represent the most common types of fraud. The Predatory Lender, The Identity Thief, The Shark Financial Advisor — they’re all here, along with a few of their friends, to pose questions that educate consumers about fraud.

If we were going to educate anyone, we needed to give the public a place to go. So we redesigned the Consumer Protection website, stopfraudco.gov, to be easier to navigate and more user friendly. By reorganizing the content and creating a standalone site from the Attorney General’s Office we minimized the “government” influence on the page, encouraging trust and spreading awareness. While we were at it we structured the site to more clearly house case study information and simplified the process to submit a fraud report online.

 

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