FraudSMART Warns Ireland’s Teens of the Dangers of Online 'Easy Money’

A follow-up to last year’s innovative work, this year Core in collaboration with FraudSMART have broadened the campaign reach by partnering with three of Ireland’s leading gen z focused influencers, along with driving interaction and engagement through the use of an AR lens on Snapchat and short-form owned social content.

TikTok influencer, Kasey Campion explained the dangers of encountering money mules to her 105.1K followers whilst also running through her bedtime routine in a post titled ‘GRWM for Bed’. The post has already received over 3,000 ‘likes.’ This will be followed by activity from fellow TikToker TJ Hyland.

With an ambition on reaching and engaging the audience of young people on their own terms, Core’s Social strategy director, Hannah-Louise Dunne said, “With our sights set on ensuring that young Irish people are fully aware of the danger of interacting with Money Mules, we followed the data to identify key channels and collaborators who could help us reach and engage with this cohort across TikTok and Snapchat in particular.

Partnering with collaborators who our audience already look to for advice, inspiration or entertainment enabled us to really activate our message in an authentic way and to inform this key audience of the dangers they face from this type of fraudulent activity. Whilst bolstering this message with short-form video, an innovative AR lens across Snapchat and targeted paid media on social gave us reach and impact.”

Last year’s successful campaign is now featured as a case study on Snapchat’s website, and was even discussed in the House of Oireachtas during a meeting if the Joint Committee on Finance, Public Expenditure and Reform, and Taoiseach.