BT Group
Training
on Track

THE CHALLENGE
BT Group’s brand purpose, Connect for Good, focuses on using technology to create positive societal change. That includes initiatives to tackle the digital divide by teaching people skills to make the most of life online. For this brief we were asked to create a campaign aimed at older audiences and online vulnerability.

OUR APPROACH
Research showed that 61% of over 65s have been targeted by fraud or scams with 38% receiving multiple scam calls, texts or emails a week. Despite this, only 26% have had any online training and only 55% can confidently identify if a text from their bank is legitimate or a scam. This vulnerability is only growing with the rapid rise of AI-driven scams from deep fakes and email phishing to voice cloning. This gave us clear direction for our approach – telling this story in a compelling way that would appeal to this audience.

THE SOLUTION
Our Training on Track campaign, transformed a 1950s Pullman-style steam train into a digital classroom for 60 over-65s. Hosted by Gavin & Stacey star Melanie Walters, working closely with charity training partner AbilityNet and a group of BT volunteers, we turned an ordinary train ride into a scam-spotting digital learning journey.

Our supporting film documented the day, spotlighting the training, tech tips and Melanie’s own experience with a scam near-miss. And ITV news joined us for coverage and a live evening news interview with Melanie.

THE RESULTS

• 87% said knowing BT Group helps people with digital skills has improved their view of the business
• 94% said they feel ‘more confident to spot scams’ and 88% said they feel ’ better equipped to avoid falling for a scam
• 90% increase in visits to AbilityNet, BT Group digital skills training partner, since launch
• 5.13% engagement rate on the hero video post
• Branded video posted by BT CEO Allison Kirkby on LinkedIn
• Broadcast on ITV News and coverage in The Independent, Mirror and MailOnline