Protecting the elderly from fraud with GuardianCard

Financial support for parents

As experts in personal finance PR, we were delighted to help GuardianCard launch its In Safe Hands campaign. This was aimed at protecting the elderly from fraud and to raise awareness around the issue of financial abuse.

Even before the pandemic began, Britons over the age of 70 were far more likely to be targeted by financial fraudsters compared to those in younger demographics. Since the outbreak of COVID-19, this type of criminality has increased across the board.

Its mission was clear – help protect vulnerable people from financial exploitation and abuse. 

Founded by friends and former colleagues Nick Thompson and Aidan McAllister, after personal experience saw them both care for older relatives’ finances.

The product is ingenious and simple. It gives vulnerable and elderly people a new type of debit card they can link to trusted family members. This means they retain control of their accounts, setting spending limits and monitoring all activity. As a result, the account holder can benefit from having family, friends and carers help with shopping and other payments. 

Personal Finance PR results – protecting the elderly from financial abuse

To help spread the word, we activated a branded survey on the subject and the results were alarming.

One in four over-70s admited to being a victim of financial abuse, and 34% had been mis-sold products or services. Perhaps most depressingly, just under 15% believed a family member had stolen from them. Our objective was to convey how we can protect the elderly from financial abuse.

Smoking Gun’s PR and social media experts engaged in social listening and analysis to find insights. We also built a campaign webpage to act as a central hub of information. We utilised our impeccable media relations and secured stand out coverage. 

At the time of writing, our work has hit three national titles. These include Daily Mirror and Daily Express.

Broadcast coverage was also secured across 16 stations, including talkRADIO and BBC’s national TV programme, Morning Live. All pieces discussed what a great solution GuardianCard is – and we aren’t finished yet!

As experts in personal finance PR, we worked with GuardianCard to spread the word on how to protect the elderly from financial abuse.