WORK

The Competition and Markets Authority

THE COMPETITION AND MARKETS AUTHORITY

SAFE NOT SORRY

CHALLENGE

Research said that remarkably few people understand what a cartel is and why it’s illegal. Similarly, even fewer people understand the role of the CMA in pursuing such anti-competitive behaviour - and were not encouraged to make contact with the CMA for fear of prosecution. A new strategy was required.

IDEA

We employed simple illustration and plain speaking to educate as many people as possible on the subject, developing different messages for the two key groups - witnesses to cartels, and participants in cartels. We targeted business sectors with known instances of illegal behaviour and made it plain that if you’re the first to talk to the CMA about a cartel you will be treated with leniency. We also recognised that those seeking help didn’t want to leave a digital footprint that might come back to haunt them, so we used long copy banners to inform them on the subject, pointing them instead to the leniency phone line, rather than attempting to drive click throughs.