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Emirates NBD collaborates with Leo Burnett to promote cybersecurity

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Emirates NBD has collaborated with Dubai Police and Leo Burnett to launch a UAE safe banking campaign. 

Themed #IWillSurvive, the campaign aims at raising public awareness of cybersecurity and encouraging customers to take action and actively report fraudulent activity or attempts so that more people are aware and remain vigilant. 

It builds on Emirates NBD’s long-term partnership and advocacy efforts with Dubai Police to create a safer banking environment for UAE customers. 

The public service campaign is part of Emirates NBD’s long-term commitment to safe banking.

It features an upbeat video adapted to the tune of the 80s song, ‘I will Survive’ by Gloria Gaynor, including Dubai Police officers and vehicles. 

The theme song highlights the fraud journey of victims who reported fraud which led to the arrest of scammers. 

The underlying message of the video is for people and businesses to report fraud, not just the ones they fell victim to, but the attempted ones as well to banks, the police, and social media platforms. The video also features active participation from Dubai Police staff.  

The new campaign follows the success of Emirates NBD’s campaigns on anti-phishing activity in 2021 and  #secureyouraccount video which went viral in 2019. 

The bank organises regular email, and SMS campaigns and posts messages across its social media platforms to help customers recognise new scams by fraudsters and stay alert.

Useful tips on safeguarding personal information and safe banking practices are displayed on the bank’s website along with frequent pop-up reminders on the bank’s digital platforms.

The bank’s ongoing initiatives remind customers that fraudsters use any means possible including text messages, emails, and calls with links, rewards, and fake messages and urge people to never share their password, or CVV and verify all communication.

According to the UAE Cybersecurity Council, “The UAE deterred more than 71 million cyber attacks in the first three quarters of 2023”.

Abdulla, Qassem, Group Chief Operating Officer, Emirates NBD, said: “As a national banking champion, we are at the forefront of efforts to protect our customers, both individuals and businesses as they achieve their financial objectives.

“Human error remains among the biggest vulnerabilities for cyberattacks and the awareness that fraud reporting generates will serve as the best defense. Our latest campaign in collaboration with Dubai Police, invites customers to report fraud and act, with the help of a humorous, memorable video.”