Hanging up on fraud: Maine ad campaign aims to raise awareness of scams
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A new public service campaign in Maine shows a woman who answers the phone and thwarts a fraudster’s request for money by asking him for the "family code word."
The phone rings and the caller says, “Hi, Grandma. I’m in trouble and I really need some money.”
“Tommy, is that you?” the concerned grandparent replies.
When she asks him for the "family code word," the AI-generated voice responds, "Code word?" and hangs up. Take that, would-be fraudsters!
The 30-second spot, airing on radio and television stations across the state, is part of a new public service campaign by the Maine Bankers Association in collaboration with the Maine Society of CPAs and the Maine Association of Broadcasters.
For viewers who receive a call from someone claiming to be a family member, asking for money — a common ruse that targets older individuals — the message is clear: Don’t do anything unless the caller knows a special word known only to family members.
The campaign aims to raise awareness about fraud and phone scams, which cost Americans more than $10 billion in 2023, according to the Federal Trade Commission. That's a 14% increase over reported losses in 2022. Out of 2.6 million scams reported by consumers to the agency last year, imposter scenarios were the most common.
"Everyone should assume they could be scammed or [become] the victim of a fraud, and work to protect themselves,” Jim Roche, president of the Maine Bankers Association, told Mainebiz.
Launched on Monday, the campaign is also running on Facebook, Linkedin, Instagram and YouTube social media platforms to raise awareness about financial fraud and phone scams, he said.
Besides the campaign, "individual banks routinely communicate with local law enforcement when scams or fraud arise," he explained. In addition, the Maine Bankers Association hosts a monthly “fraud call” with its members to share intelligence on the latest scams. The association also issues alerts to its members when informed of a new scheme.
The public service campaign was inspired by a similar one running in Kansas by that state’s banking trade group.
“We borrowed and modified it to run in Maine,” and invited the Maine Society of CPAs to join the effort, Roche said.
"The timing is very good, given that we’re on the cusp of the holiday shopping season," he added.
More information
The video spot can be viewed here.
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