Get in touch

We'd love to hear from you.

Feel free to contact us on 08000 025 889 or by emailing hello@barleycommunications.co.uk

Book in a Barley comms clinic

As part of Barley’s ongoing commitment to support organisations that are making a positive change in the world, we offer a free comms clinic.

We’re here to provide advice and a confidential sounding board to help you navigate your communications challenges. Share your details below to book a session with Barley’s senior communications experts.

Contact Sheet Form ('25)
Areas of interest for discussion
I have read the Privacy Policy and consent to be contacted by Barley Communications

Case study

Empowering scam victims to help tackle fraud

back

Organisation type

Public sector

Sector

Consumer protection

Service

Behaviour change

Campaigns

Media relations

Policy influence

Strategy

The brief

Scams remain significantly underreported, creating major challenges for those working to protect consumers. Working with the National Trading Standards (NTS) Scams Team, we identified that shame and victim-blaming prevent people from speaking up – limiting both reporting and access to support. This fuels a cycle where services remain under-resourced and inconsistent across the country.

In response, Barley was asked to deliver a consumer protection campaign that would reduce stigma, encourage victims to come forward and drive people towards trusted scam prevention communications and support services.

Insights and approach

To help NTS shift public attitudes, we developed a media-first strategy to amplify its No Blame No Shame campaign. Our aim was simple: spark a national conversation about why people do not report scams, and show how better reporting can help shape policy, improve services and protect others.
New research revealed the scale of the problem – with most adults targeted and many losing money but choosing not to report due to feelings of embarrassment or self-blame. This insight formed the backbone of our story. It gave us a powerful platform to challenge public misconceptions, offer clear advice and call for stronger victim support.
To deepen impact, we worked closely with a criminologist exploring parallels between scammer behaviour and domestic abuse, adding robust expert commentary. We also prepared a sensitive, high-impact case study of a woman groomed over several months by cryptocurrency scammers, ensuring she felt fully supported and confident sharing her experience.
Through careful embargoed pitching, we aligned launch coverage with NTS Scams Team activity and secured strong interest from the BBC and wider consumer media, supported by a detailed briefing for the NTS spokesperson.

Results

The campaign generated widespread national and regional coverage. BBC Breakfast, ITV Good Morning Britain, BBC Radio 5 Live, BBC local radio, LBC, Times Radio, Channel 5 and the Daily Express all carried the story, driving sustained conversation about the need to remove shame from scam reporting.

BBC Radio 5 Live highlighted the Friends Against Scams resource twice in 24 hours – first directing listeners to the site on launch day, then hosting a follow-up discussion on AI-enabled fraud. Channel 5’s Alexis Conran show facilitated a dedicated panel and phone-in, with strong signposting to Action Fraud, Citizens Advice and Friends Against Scams.The campaign helped shift the narrative: from victim-blaming towards recognition that anyone can be targeted. Following the launch, the NTS Scams Team was invited to give evidence to the Home Affairs Committee inquiry into fraud and to attend several senior government meetings.

“

“We appointed Barley Communications to run the media operation for National Trading Standards in 2019. We outsource the entire press function to Barley and entrust them to manage and enhance our reputation on a range of sensitive enforcement issues – both proactively and reactively.

At NTS we’re tasked by the Department of Business and Trade to run enforcement investigations and Barley are a vital part of our team handling communications for complex court cases with sensitivity and professionalism. We’ve been very pleased with the quality of media coverage on issues such as illegal tobacco, underage vape sales, the sale of knives to under 18s, doorstep crime, scams and other areas of consumer harm.

Barley are strategic operators working at a senior level and demonstrate an excellent understanding of our complex partner landscape. Barley can be relied upon to use their experience to work effectively with partners including police forces, local authorities, retailers and others. Their knowledge of the consumer protection environment, the partnerships they have developed and their links with relevant media are impressive. I am very happy to recommend Barley.

Wendy Martin

Director, National Trading Standards

Related case studies

Want to chat?
Feel free to contact our team.