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HomeEquity Bank conducts deepfake campaign

HomeEquity Bank of Toronto has begun a promotion intended to raise awareness of new forms of online fraud. The campaign, called “Unmask the Scam,” consists of a series of online videos hosted by a digitally-faked representation of actor Keanu Reeves. The videos cover topics such as romance-based fraud, real estate security and computer security. The creative depicts the ease with which a scammer can use new digital tools to impersonate someone trustworthy. It is aimed primarily at consumers over the age of 55. The campaign was developed by Zulu Alpha Kilo. The videos have been posted at <>.

“I was targeted by a romance scammer pretending to be a Canadian A-list celebrity,” said Vivianne Gauci, chief marketing officer at HomeEquity Bank. “I knew the signs so I didn't fall for the scam, but I still can't get over how real it looked. Understanding that retired Canadians feel more vulnerable to scams, I knew HomeEquity Bank had a responsibility to help fight this new kind of fraud. While our deepfake actor is only using the technology for educational purposes, not every user of deepfake technology is. If you think you've been targeted in a scam, please contact the police and the CAFC. I understand it can be embarrassing to talk about but taking action helps you take back your power.”

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