The rise of generative AI has given fraudsters new tools, and UK adults remain largely unaware. Research from Santander UK revealed over half the population are either unaware of deepfakes or misunderstood them, with just 17% feeling confident in their ability to identify a deepfake video.

Santander wanted to tackle this issue head-on, by making people sit up, take notice, and understand how to spot deepfakes and protect themselves from these emerging frauds.

We partnered with AI experts Yoveo Team Farner to create two highly realistic deepfake videos featuring Santander’s Fraud Lead, Chris Ainsley, and trusted ‘finfluencer’ Mr MoneyJar. Each video educated audiences on spotting a fake before revealing the shocking truth: both were deepfakes themselves.

This twist provided a memorable “aha moment” for viewers. Rolled out across Instagram and TikTok, where scams often thrive - the campaign ‘For Fake’s Sake’ was supported by research, national media engagement, and direct outreach to policymakers involved in fraud prevention.

This was one of Santander UK’s most impactful awareness campaigns to date. A creative twist using deepfakes to warn about deepfakes – captured public attention and dominated the media agenda.

This drove 91% uplift in Santander’s share of voice on fraud, reached 194k on social, and delivered over 500m opportunities to view across 150+ earned media pieces. Coverage highlights included ITV’s Lorraine, Mail Online, The Mirror, and Evening Standard, with key messages landing in over 98% of articles.

Crucially, it didn’t stop at awareness. The campaign opened doors in Westminster and invited engagement with Ministers on the future of fraud and AI regulation – positioning Santander as a leading voice in scam prevention.

Winners at PRWeek UK Corporate Affairs Awards 2025: Best Use of Content