Legit Or Not? : A communications campaign encouraging the adoption of anti-investment scam behaviour

• Main Authors: Fong, Yihui, Kang, Hong Wei, Lai, Lingliu, Bong, Rachel Wei Ting
• Other Authors: Edmund Lee Wei Jian
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2022
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/155869
• Institution: Nanyang Technological University

Running from 13 December 2021 to 25 February 2022, Legit Or Not? is a communication campaign aimed at empowering young adults in Singapore aged 21 to 39 years old to tackle investment scams. Investment scams have become an increasingly severe issue in Singapore and other countries, with victims losing millions of dollars and cases rising significantly in recent years. The team tackled the pressing problem by reducing psychological biases and increasing due diligence using the Ask, Check, Confirm framework introduced by MoneySense, a national financial education programme, before young adults make any investment decisions. The digital campaign utilised a mix of expert advice to establish credibility, infographics and interactive applications of investment scam information across various online platforms to reach out to a wider pool of our target audience. Through the use of engaging activities, the campaign drew more than 250 participants which proves the efficacy of ground-up initiatives in drawing interest despite the highly cognitive topic. Through the various focused activities, we have significantly increased the target audience’s knowledge by 7.98%, decreased optimism bias by 6.25% and increased behaviour intention by 7.44%. The discussion and recommendations of Legit Or Not? shows how a comprehensive digital campaign can be effective in targeting young adults and has implications for future communication campaigns in Singapore and abroad.