Challenge

The challenge went beyond awareness. While many Malaysians are familiar with scams, behaviour doesn’t always follow knowledge. In reality, people still take risks when faced with the promise of rewards. This was reflected in the campaign’s core activity, where participants knowingly chose fake notes in exchange for prizes. It highlighted a broader truth - scam vulnerability is often influenced by lifestyle, pressure, and mindset, not just a lack of information.

‍

Solution

To bring the message closer to the public, KWSP introduced a mobile truck activation that travelled across the Klang Valley, meeting people where they already were. The experience was designed to be simple, engaging, and easy to participate in. A wind-chamber activity challenged participants to identify real versus fake currency, reinforcing the idea that caution is needed when something feels too good to be true. This was complemented by a buzzer-based True-or-False quiz using familiar scam scenarios, encouraging learning through friendly competition. By keeping the experience short, practical, and rewarding, the activation drew strong participation while delivering clear, memorable lessons. Appearances at cultural and lifestyle events further helped weave scam awareness into everyday conversations, making the message feel relevant and close to home.

‍

Impact

The activation surpassed expectations, drawing around 6,300 participants and reaching an estimated 36,000 people over 13 days which was well above the initial benchmark. KWSP’s presence at major cultural events broadened its appeal and positioned the brand as progressive and approachable, successfully integrating scam education into Malaysia’s Independence celebrations and everyday culture.

‍