The Competition and Markets Authority (CMA) has launched a new digital campaign aimed at encouraging people to report cartels. While fines and monetary incentives play a role in encouraging people to report, this new campaign is based on analysis conducted by the Behavioural Insights Team that shows the decision to report is shaped by a range of other factors. By appealing to an individual’s altruism, and using an illustrative style, the campaign aims to empower people to take what may seem like a daunting step – reporting illegal behaviour.
Running across digital and social media, the campaign has been created by MSQ Partners (lead by Stack with twentysix providing the media planning) to de-mystify cartels and anti-competitive cartel behaviour as well as linking contacting the CMA not with risk but with doing the right thing. It explains in a simple, language how cartels harm us all and it’s best to be safe and get in touch with the CMA.
Ads will run on Facebook, LinkedIn, Twitter and digital display targeting business owners, decision makers and potential witnesses in companies of all sizes. The audiences will be directed to a bespoke website to learn more about anti-competitive behaviour and find out how to report it.
Display advertising broke in February, with media buying by Carat.
Karen Campbell White, Head of Campaigns and Compliance, at the Competition & Markets Authority, said: “When businesses choose to break competition law, the public and other businesses lose out. We are committed to doing all we can to educate businesses and equip whistleblowers with the information they need to stop bad practice. The campaign takes a complex subject and makes it accessible. The animation style is friendly and open, whilst still conveying key information to both witnesses and perpetrators.”
Iain Hunter, Executive Creative Director at Stack: “We are very excited to be working with CMA and delivering a campaign that will support their invaluable work. We are looking forward to being part of future CMA campaigns that tackle the important subject of cartels.”
Source: MSQ Partners