We also raised concerns in 2017 about the effectiveness of the flagship “Take Five” awareness campaign. Take Five was introduced by Financial Fraud Action UK (now part of UK Finance) in September 2016 and was backed by funding from the Department between September 2017 and March 2020.14 It was intended to be an overarching awareness campaign, delivering consistent messaging for the public on fraud, such as the need to have the right passwords in place and to report fraud quickly if it occurs. The NCA admitted that the messages of Take Five had “not really cut through”, although the Department said it was difficult to measure the overall impact. The NCA’s recent research concluded that the current campaigns had not changed behaviour. Take Five was ranked 6th out of the 13 campaigns running, with only 8% of the public recognising the campaign. The NCA told us that, following this research, it was analysing the experiences of those who are victims of fraud to identify where it can best intervene to prevent fraud. It told us that it was producing a “fraud communications toolkit” which was intended to provide authoritative analysis on how frauds happen and the messages that need to be communicated to protect people from fraud. It also committed to developing a new overarching awareness campaign which it hoped would resonate better than Take Five.15 11 Public Accounts Committee, Sixth Report of Session 2017–19, The growing threat from online fraud, HC 399 12 Written correspondence from Graeme Biggar, Director General of the NCA dated 15 December 2022 13 Q 57; C&AG’s Report, para 6 14 C&AG’s Report, Online fraud, Session 2017–19, HC 45, 30 June 2017 15 Qq 52, 54; Written correspondence from Graeme Biggar, Director General of the NCA dated 15 December 2022 Progress combatting fraud 11 2 Investigating and prosecuting fraud Action Fraud