Be Careful 2025.
The fourth edition of #خلك_حريص (Be Careful), the Saudi banks' national campaign against financial fraud, launched in December 2025 across seven digital platforms, outdoor ads, events and social experiments.
- Brand
- Saudi Banks
- Agency
- Saudi Banks
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
Fraud keeps changing. The banks' media and banking awareness committee presented this edition as a response to growing digital threats and new fraud methods, raising awareness of modern techniques and of the risk of sharing financial and personal data with unreliable sources (Al-Eqtisad).
The idea
The campaign launched on the evening of Saturday 13 December 2025 with a main video posted from the committee's accounts and shared by dozens of government and private bodies (Al-Eqtisad). It took apart newer scams such as investment fraud, fake jobs and fake services in videos and interactive experiences that mimic real situations, and added social experiments, awareness tests, events in Riyadh, Jeddah and Dammam, and more than 40 influencers (Okaz).
Results
- More than 772 million impressions and more than 268 million views across digital platforms, Okaz reported from the campaign's own figures
- 195 pieces of content across seven platforms, five events in three cities, more than 14,000 people in the social experiments and awareness tests, and more than 10 million interactions, by the same report
Case study source: Okaz Source ↗
Awards
- MUSE Creative Awards 2026Integrated Marketing - Social MediaPlatinum
- MUSE Creative Awards 2026Integrated Marketing - NonprofitPlatinum
- MUSE Creative Awards 2026Integrated Marketing - Data-Driven Marketing CampaignPlatinum
Credits
- Media and banking awareness committee
- Saudi Banks
