FOD economie shines a spotlight on pyramid schemes with at the table
In a campaign for the FOD Economie, we took aim at the phenomenon of pyramid schemes—particularly those tied to high-risk investments targeting young people with promises of easy money. It’s not an easy message for the government to communicate to a younger audience, so we decided to dive deep into the subject ourselves.
We created a four-part online mini-series, $hit! Opgelicht / M€rde Arnaqué, featuring content creators Jietse Pauwaert, Gerben Tuerlinckx, Vidal Alexe and David Dieu. In the series, they voluntarily sign up for what they believe is a pyramid scheme, only to reveal what these scams look like from the inside.
“There’s a sense of mystery—and even excitement—surrounding pyramid schemes that appeals to the entrepreneurial spirit of young people. In the familiar world of social media, they can’t imagine what it’s like to be scammed, as they become blinded by an ideal of material wealth,” explains Lien Meurisse, spokesperson for FOD Economie. “It’s crucial to break through that illusion and show them what really happens when they engage with a pyramid scheme, no matter how glamorous or convincing it may seem.”
This wasn’t your typical ad campaign. Instead, we approached the topic by tapping into the daily lives and media habits of young people, breaking through directly in the spaces where they spend their time. By meeting them where they are, we were able to bring a complex issue to light in a way that felt authentic and engaging.