Cannes Lions

ANTI-FRAUD CAMPAIGN

ASATSU-DK, Tokyo / THE ASAHI SHIMBUN COMPANY / 2009

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Japan's capable police force teamed up with the Asahi Shimbun, a venerable newspaper of high repute, and took the bold step of using a counterfeit bill in an advertisement with the deliberate intention of deceiving newspaper readers. Taking advantage of newspapers as the media known for their methodical reporting, the advertisement contained articles on past cases of money transfer fraud, information on the methods used by fraudsters and advice on how to counter the criminals. The campaign was taken nationwide through tie-ups with major municipal banks and local shopping areas.

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