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#Generationfightback
How to target both the elderly and millennials in a campaign to encourage older people to speak up about their scamming experiences?
Silence of the Nans – a highly innovative visual campaign which saw Barclays team up with pensioner grime artists Pete & Bas to encourage the nation to break the silence around scamming and the over-65s.

Breaking the silence
Barclays research revealed around five million UK pensioners (aged 65+) had fallen victim to scammers – losing a total of £339m in the past year. However, many were too embarrassed to tell family members despite suffering financial and emotional hardship as a result.
As a leading voice in the financial sector, the campaign aimed to position Barclays as the authoritative voice on fraud and scams, driving positive media coverage and engaging with consumers.
The campaign specifically targeted millennials as well as retirees, motivating the former to pick up the phone to older family members to encourage them to talk openly about scamming experiences.

Fighting Back
Pensioner rappers Pete & Bas came on board to release a track Bank Account Details Please – calling for scammers to jog on.
The pair, who have become unlikely rap stars and internet stars, shared their top tips for avoiding the scammers with the video successfully launched across YouTube, social media and Barclays own media channels generating 50K views across Instagram; 1,082 YouTube views and 103 tweets using the hashtag #silenceofthenans.
A bank of assets, including real-life consumer case studies were also collated for media release.
The campaign swept traditional and online media with a total reach of 4.6M+ and top tier consumer and trade coverage including The Mirror; The Express; The Sun; The I; Moneywise; AOL and Edinburgh Chamber of Commerce.