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Digital PR Agency

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

protecting the elderly from financial abuse

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.


of coverage included client quotes and key messaging

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