Case Study: Turning a Viral Scam Crisis Into a Security Awareness Campaign
Industry: Banking
Year: 2023
Focus: Digital Crisis Response & Counter-Narrative Strategy
Situation
A viral story alleged that a pedicab driver had successfully breached a customer's bank account, leading to Rp320 million in losses. The narrative quickly gained traction, raising public alarm about the bank’s security and damaging its reputation.
Challenge
With public discourse spiraling around perceived security failure, the challenge was twofold:
Restore public trust.
Reframe the incident without blaming the victim or undermining empathy.
Strategy
The bank developed a clear, evidence-based counter-narrative that could be amplified through digital media. Key actions included:
Clarifying that all internal security systems were functioning.
Explaining that the breach stemmed from a personal information leak, not a system failure.
Collaborating with respected legal experts to validate the narrative.
Engaging media to distribute safety tips and educational content on data protection.
Outcome
Within days, the media narrative began to shift. Over 75% of public conversations began reflecting the counter-narrative, recognizing the role of social engineering scams rather than blaming the bank's infrastructure.
The campaign also positioned the bank as an advocate of digital literacy and customer protection.
Key Takeaways
Framing matters: Facts alone aren’t enough—how you frame them shapes public perception.
Collaboration builds credibility: Third-party validation (e.g., legal experts) strengthened the bank’s position.
Digital media is a battleground: Timely, empathetic communication can steer narratives and regain control.
Turn crises into campaigns: The incident became an opportunity to educate and build long-term trust.