Striking the Right Balance: Tone and Sensitivity in Financial Communications
By: Eunice Asantewaa Ankomah, MCIPR, CDFP
In financial services, communication carries weight. It is not just a tool for visibility—it is a critical function tied to trust, accountability, and public confidence. Every message issued by a financial institution, particularly in public campaigns, is a reflection of its values and its understanding of the responsibility it holds.
This is especially true when the subject is fraud. Fraud is not a marketing theme. It is a real threat to customers, institutions, and the broader financial ecosystem. That is why fraud communication demands more than just creativity. It requires clarity, sound judgment, and respect for both the message and the audience.
A recent lawsuit filed by a prominent musician against a commercial bank in Ghana has triggered conversation within the industry. The artist claims the bank used a lookalike in a fraud awareness campaign, without consent. Some in the public domain compared the incident to the rivalry-driven tactics used in consumer marketing, suggesting it was a bold, attention-grabbing move. Others dismissed the concern, arguing the image used was not that of the artist himself. There were also views that the campaign was simply misunderstood.
But there is a fundamental distinction to make here: financial communication is not consumer advertising. It cannot borrow tactics without considering the environment it operates in—one that is regulated, risk-sensitive, and trust-based. Unlike campaigns for soft drinks or mobile phones, campaigns in financial services carry a different burden: they must inform, protect, and reassure.
Over the years, many financial brands have made deliberate efforts to be more relatable. Humor, memes, and pop culture references have found their way into fintech communication, particularly when engaging younger audiences. Used well, these tools can break down complex topics like budgeting, saving, or understanding financial terms. They can even be effective in simulating fraud scenarios in a language that customers understand.
But there are boundaries that must not be crossed. Not every topic accommodates a playful tone. Fraud, in particular, sits at the intersection of risk management, compliance, customer education, and brand integrity. The aim is not just to grab attention—it is to transfer knowledge that helps people protect themselves and avoid harm. If the message is diluted by ambiguity or perceived as insensitive, it fails its purpose.
That is why institutions must be deliberate about how they frame such campaigns. The use of images, language, tone, and references must be guided by the seriousness of the subject. Any likeness to real individuals, whether intended or coincidental, should be approached with caution. Where consent is not clear, the risk of legal and reputational fallout increases.
More importantly, messages must be built for comprehension. Fraud awareness cannot thrive on virality alone. Social media can amplify a message, but it cannot replace structured communication. Fraud messages must be delivered through trusted and informative channels—bank branches, customer service touchpoints, in-app alerts, emails, webinars, and even SMS. And every message must be backed by accurate guidance.
When campaigns are being developed, the review process must include not only the marketing team but also legal, compliance, and risk professionals. Campaigns must answer key questions: Does this protect our customers? Is it clear? Could it be misunderstood? Does it reflect who we are as a brand and what we stand for?
Fraud awareness campaigns should focus on three things: highlighting the threat, explaining how to prevent it, and showing the institution’s commitment to security. This doesn’t require theatrics—it requires precision. Avoiding slang, metaphors, or ambiguous visuals helps prevent misinterpretation. Using real-life examples—with the right permissions—can make the message relatable without compromising ethics. And frontline staff should be equipped to respond to questions or concerns arising from these campaigns.
The current case in the public eye is a reminder that well-meaning messages can easily be derailed by execution. It has shifted attention from the core issue—fraud protection—to a legal and ethical debate about image rights. In a sector that depends on trust, these distractions come at a cost.
As professionals in fintech and banking, we know the environment we operate in is constantly evolving. Cyber threats are growing more sophisticated. Customers are managing more of their financial lives digitally. That makes our responsibility greater—not just in securing systems, but in how we communicate risks.
This is not about abandoning creativity. It is about applying it responsibly. Because in our line of work, the real impact of communication is not measured in likes or shares. It’s measured in how well people understand the message—and what they do with that understanding.
To those leading communication in this space: clarity is your most important asset. Choose your words, visuals, and platforms with care. Ensure your processes are robust. And never forget that behind every campaign is a customer who relies on you to tell the truth—plainly and respectfully.
In financial communication, particularly when dealing with fraud, the goal is not to entertain. It is to inform, to guide, and to protect. And that should never be compromised.
About the Author
Eunice Asantewaa Ankomah is a Certified Digital Finance Practitioner and a CIPR Accredited PR Practitioner with over a decade of experience in financial technology and payments communication.
