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.

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.

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. 

Smoking Gun’s finance PR experts were asked to:
* Launch GuardianCard with a focus on the ‘alpha-daughter’ as an audience * Build trust and the reputation of the brand 
* Raise awareness and build brand profile around key messages such as financial security and elderly independence in consumer press

Personal Finance PR Strategy & Approach

We used a combination of paid social, media relations and influencer activity. This included:

*Launching the Safe Hands report on financially protecting vulnerable people’s finances

*Undertook original research on financial abuse of the elderly

*Partnered with TV personality Jennie Bond, providing a respected celebrity face to the campaign who has first hand experience looking after finances of elderly people, this included a broadcast day with GuardianCard’s Nick Thompson

*Wider sell-in to business and fintech companies to bring brand to market

*Drafted influencers to try the card for free

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.

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:

*Over 35 pieces of media coverage in national and regional titles, including Good Housekeeping, Sunday People, Sunday Mirror, Mail Online, Daily Express, The Fintech Times, and Yorkshire Post

*Combined reach from print and online articles of nearly 500,000,000

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.

100% of coverage included client quotes and key messaging

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