Scammers thank New Zealand very much for its generosity, in all-singing, all-dancing, all-scamming riff on the Telethon—

$3.8 million. That’s the amount New Zealanders unwittingly give to cyber scammers every single week. And they take it from us by preying on our kindness, our generosity, our human nature.

To show the scale of this unfortunate display of collective generosity, NCSC’s annual Cyber Smart Week riffs off the ultimate donation mechanic: the Telethon. Wrapping the sinister scale of this issue behind a sickly sweet veneer. Darkly highlighting how scammers prey on our willingness to give, give, give.

The scammy spectacle played out over the course of a week, taking over broadcast, social feeds, digital and outdoor. Each day saw the release of more all-singing, all-dancing, all-scamming content, as Scammers appealed from the bottom of their heartless hearts to help them reach their goal. Dynamic tickers across digital and outdoor ticked up every single second, tracking their progress in real time. With each touchpoint designed to make you feel like you were tuning back into The Scamathon in real time: making it an unmissable event, and an unmissable message.