Situation: Only 40% of the people in the UAE who got scammed or were a victim of attempted scam reported the fraud.

Brief: Encourage people to report fraud and show them that it actually works.

Objectives: Spread the message of reporting fraud throughout the country, teach people how to report fraud, position Emirates NBD as an anti-fraud pioneer among banks in the UAE.

Creative Idea: The only way fraud cannot survive is if people report fraud. So, we adapted the song I WILL SURVIVE by Gloria Gaynor and turned it into an anti-fraud anthem.

Creative Insight: The creative insight said people do not report fraud because they don't know how and where to report fraud, and they don't think reporting has any positive effect. Through the creative idea we showcased how easy it is to report fraud and how it can bring fraud down by not letting fraudsters survive (in their role).

Audience Insights: More than 50% of the population of the UAE didn't know how and where to report fraud. They also believed that reporting fraud doesn't actually help in stopping fraud.

Community building and management approach: Emirates NBD is already known as the pioneer of anti-fraud campaigns in the UAE community. Building on the previous two campaigns that raised awareness about fraud and then educated people on the types of frauds that exist respectively, this year we invited the community to take action by reporting fraud.

The track was I WILL SURVIVE by Gloria Gaynor. It is a timeless song that resonates with all groups of people across nationalities and cultures. It was the perfect song to adapt to give the message of reporting fraud to the multicultural population of the UAE.

The film has garnered more than 8 millions views till now. It has bolstered the reputation of Emirates NBD as a bank that is at the forefront of fighting fraud. Because of its catchy tune, the film has managed to become a hummable reminder to report fraud. It has met all the objectives in the brief and even surpassed them.