Organisation type
Public sector
Sector
Consumer protection
Science, technology and innovation
Service
National Trading Standards (NTS) identified a worrying new fraud trend: criminals using artificial intelligence (AI) to clone people’s voices and trick victims into authorising fraudulent payments. With little public awareness and few documented examples, NTS needed to act quickly to warn consumers while demonstrating leadership on an emerging threat.
As part of the Friends Against Scams programme, Barley was commissioned to develop and deliver a national awareness campaign that would raise awareness, encourage behaviour change, strengthen stakeholder engagement and position NTS as an authoritative voice on AI-enabled fraud — all without paid media or influencer activity.
The challenge was not simply communicating a new type of fraud — it was making an invisible threat feel immediate and real.
Working from intelligence gathered by National Trading Standards’ enforcement teams, we identified a clear communications gap. AI voice cloning posed a significant consumer risk, but without compelling examples it remained difficult for people to understand or recognise.
To bridge that gap, we built the campaign around authenticity. We secured and deployed a genuine recording of an AI voice-cloning scam, allowing journalists and the public to hear the technology in action. Combined with a victim case study, the campaign transformed a complex technical issue into a relatable human story that highlighted both the emotional and financial impact of scams.
We complemented this with original polling commissioned through Censuswide, providing fresh evidence of the scale of scam activity and strengthening the news agenda. A broadcast-first media strategy, coordinated stakeholder communications and close collaboration with the Chartered Trading Standards Institute (CTSI), local authorities and consumer protection partners ensured consistent messaging and widespread amplification.Throughout, the campaign linked awareness directly to practical action, promoting the Friends Against Scams programme alongside trusted fraud prevention tools and advice.
The campaign put National Trading Standards at the centre of the national conversation about AI-enabled fraud, transforming an emerging enforcement issue into a mainstream consumer protection story.
Launching under embargo, the campaign secured prominent broadcast coverage including BBC Breakfast, where an NTS spokesperson introduced the issue to a national audience, alongside coverage on ITV. The story was also featured by leading national newspapers including The Daily Telegraph, Daily Mail, Daily Mirror and The i, before being syndicated across UK and international news platforms, extending its reach well beyond the UK.
The campaign strengthened collaboration between National Trading Standards, local authorities, financial institutions and consumer protection organisations, reinforcing NTS’ position as a trusted, intelligence-led authority on emerging fraud. Most importantly, it translated awareness into action by encouraging consumers to question suspicious requests, use scam prevention tools and better protect themselves and those around them from fraud.
radio broadcasts across national and regional stations
scam contacts received each month by the average UK adult, according to campaign polling
scam checks completed through the Ask Silver tool during the campaign period
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