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