The Stop, Check, Protect framework offers a proven template that could be adapted to local needs
In a bold move that’s turning heads across the Asia-Pacific, the Australian government has unveiled what might be the most straightforward yet potentially game-changing public awareness campaign of 2025.
Armed with three simple words – Stop, Check, Protect – the Australian government is taking the fight against scammers to prime time television and social media feeds nationwide, offering valuable lessons for Malaysia’s ongoing battle against digital fraud.
The 40% Solution: A Model for Malaysian Success
The numbers don’t lie.
Since the establishment of the National Anti-Scam Centre, reported losses to scammers in Australia have plummeted by over 40% – a figure that should catch the attention of Malaysian policymakers and marketers alike.
This dramatic reduction in the 2023-24 financial year demonstrates the potential impact of clear, actionable messaging in behaviour change campaigns, particularly relevant as Malaysia grapples with its own scam epidemic.
From Boardroom to Living Room: Adapting Success for Malaysian Audiences
The Fighting Scams Campaign offers a masterclass in public communication that could be effectively localised for Malaysian consumers.
Instead of overwhelming audiences with complex cybersecurity jargon, the campaign distills protection into three memorable steps:
First, STOP – a moment of pause before sharing personal information. Then, CHECK – a simple verification of who’s really on the other end. Finally, PROTECT – taking concrete action by reporting suspicious activity.
This framework could be easily adapted to work with Malaysia’s existing CCID Scam Response Centre.
Bridging Cultural Gaps: Why This Approach Could Work in Malaysia
“Anyone can be a target of a scammer,” cautions Australia’s Assistant Treasurer Stephen Jones – a message that resonates particularly strongly in Malaysia’s diverse, multi-cultural society.
In a country where scammers often exploit cultural and linguistic differences, a simplified, universal approach to scam prevention could prove especially effective.
The Malaysian Context: Building on Existing Foundations
For Malaysia, the Australian campaign offers a template that could complement existing initiatives.
While Malaysia has made strides with its own anti-scam measures, the Australian approach of coordinating government, business, and individual action could enhance current efforts.
The simplicity of the message could work particularly well across Malaysia’s multiple languages and cultural contexts.
Lessons for Malaysian Marketers
The campaign offers valuable insights for Malaysian marketing professionals:
Multilingual Simplicity: The three-step approach could be easily translated into Bahasa Malaysia, Mandarin, Tamil, and other local languages without losing its impact
Cultural Integration: The straightforward message transcends cultural barriers, making it effective across Malaysia’s diverse population
Digital Adaptation: The campaign’s social media component aligns well with Malaysia’s high digital penetration rate
Bottom Line: Universal Protection in Local Context
For Malaysian marketers and policymakers, the Australian campaign demonstrates how universal principles of protection can be effectively communicated across diverse populations.
As Malaysia continues to strengthen its defences against scammers, the Stop, Check, Protect framework offers a proven template that could be adapted to local needs while maintaining its core effectiveness.
The success of this approach in Australia suggests that Malaysia might benefit from a similarly streamlined, coordinated campaign that brings together government agencies, businesses, and the public in the fight against scams.
After all, when it comes to protecting consumers from scammers, sometimes the most effective solutions are the simplest ones.
