Interac is mixing fraud education with pugilism.

Leaning into the concept of boxing as a foundation for self-defence, Interac will host a limited number of complimentary Fraud Fighters classes in Toronto that blend traditional boxing moves with tips to combat fraud.

The classes are being led by expert boxing and self-defence instructors, and are co-hosted by finance blogger and influencer Reni, The Resource, a frequent Interac collaborator. She recently contributed to Conscious Economics, an educational panel on financial confidence that partners with Interac.

Associated creative to the classes urges viewers to spot scam punches before they land.

“We hope this pairing resonates with Canadians and helps strengthen their defences in the fight against fraud, especially as scams continue to become more sophisticated,” says says Lauren Mostowyk, AVP of communications and citizenship at Interac. Mostowyk tells strategy that fraud has become more complex and its indicators less obvious, so awareness and education can often be the first line of defence for Canadians to stay vigilant in combatting fraud tactics and attempts.

“Not only can boxing help boost self-confidence, a study has shown that even a single workout has been proven to help information recall,” she says, adding that the brand’s Fraud Fighters program reflects a new and creative way-in to traditional media relations around March’s Fraud Prevention month.

The educational outreach is informed by a recent Interac and Leger survey of 1,500 Canadians, revealing that 91% have experienced digital fraud attempts in just the past six months. Despite 69% of survey respondents believing they are familiar with the signs of fraud, only 36% find scam attempts easy to spot.

Financial scams are evolving as well, Interac says, with 18% of respondents reporting facing fraudulent job offers from fake companies. As a result of financial fraud, Canadians lost more than half a billion dollars to fraud last year alone.

The complimentary Fraud Fighters classes will take place on April 13 and April 20 at United Boxing Club in Toronto.

Mostowyk says the classes are an extension of how Interac has traditionally used physical and digital experiences – such as its  Mindfulness and Money programming in partnership with Conscious Economics, and upcoming Financial Confidence for Newcomers Summit in partnership with ACCES Employment – to create meaningful community connections that help people protect their finances.

The strategy, creative and video production were all done by Hill & Knowlton Canada. The campaign assets were designed to be earned-first, and supported on social on Facebook, Instagram and TikTok. The paid strategy was led by Media Experts.