How do you persuade the British public to wise up and take action against a new fraud threat? By convincing one of the country’s best-loved TV stars not to lend his voice to the campaign.
Instead, we cloned the voice of James Nesbitt, using it to warn Britons about the growing threat of AI voice-cloning fraud and to create a ‘safe phrase’ to protect them and their loved ones.
Over 700 pieces of media coverage later, 82% of those who saw the campaign said they planned to set up a safe phrase to keep them and their loved ones safe.
The impact
625
pieces of coverage
1.6B
OTS
6-min
segment on ITV’s Lorraine
3B
overall impressions
