Frauds are a significant and growing problem in Sweden, especially targeting the elderly who experience digital exclusion and insecurity. On behalf of the Swedish Bankers' Association and 27 Swedish banks, we developed a unique initiative aimed at addressing this issue. "Hard to Fool!" unites Sweden's banks for the first time under a single umbrella term and symbol designed to be a long-term marker for the fight against phone and SMS fraud.

With an inclusive, friendly, and encouraging tone and visual expression, "Hard to Fool!" encourages those who feel vulnerable to seek help from banks and individuals in their circle at the slightest uncertainty. Together, we help each other!

The first part of the campaign focused on phone fraud targeting the elderly. A nationwide TV broadcasted informational film, social media features, and the website hardtofool.se illuminated and communicated the message. The campaign, covered in more than 60 newspapers, resulted in a 28% reduction in crime proceeds and a 20% decrease in reports. The second phase of the information campaign was rolled out in the summer of 2023 and could be seen on outdoor surfaces across the country. This phase specifically targeted SMS fraud.