Scams Awareness Escape Room
Challenge
With the rise of increasingly sophisticated scams, many Canadians struggle to differentiate between legitimate communications and fraudulent schemes. While some scams are easy to detect, others are far more deceptive, often preying on everyday distractions and a lack of awareness. The CRA needed to find an impactful way to educate the public, while overcoming the challenge of keeping audiences engaged in what is traditionally seen as a dry subject. With scam activity at an all-time high, the CRA aimed to equip Canadians with the tools to recognize and respond to potential threats before becoming victims.
Solution
The Be Scam Smart escape room brought an interactive twist to scam awareness. Set in five major Canadian cities, participants were guided through three everyday scenarios: a public transit setting, a kitchen, and a living room. In each room, participants received various forms of communication—text messages, phone calls, emails, and mail—and had to determine which ones were scams. The experience mirrored real-life distractions and pressures, requiring participants to focus and think critically as they moved through the tasks. At the end, participants received a scorecard showing how many times they fell for a scam versus how many they successfully identified, deepening their understanding of scam warning signs.
As an extension of the CRA’s Be Scam Smart Campaign, this innovative activation brings the complexities of scams to life, helping Canadians protect themselves through engaging, experiential learning.
Results
The Be Scam Smart escape room was a resounding success, surpassing all expectations. Across 21 activation days in five cities, it garnered over 55,203 total impressions, nearly 90,000 word-of-mouth mentions, and extensive news coverage in each activation city. Over 2,700 participants engaged with the escape room (210% of the benchmark), spending an average of more than 8 minutes in the experience. The campaign also saw over 3,700 engagements (108% of the benchmark) and 920 quizzes completed (188% of the benchmark). Due to its overwhelming success, the program continues through 2024-25, demonstrating its value in equipping Canadians with vital scam-awareness skills.
