One in Fifty

One in every fifty children fall victim to identity theft every year, predominantly for financial crimes. The London Stock Exchange’s film, tells the true story of Renata Galvão, who at six years old had her identity stolen and used to accumulate half a million dollars of debt. Brazilian law declares this is not an illegal act, leaving thousands of children financially dilapidated, owing sometimes millions before reaching adulthood, at which point they are legally bound to repay the debts. Renata’s story reflects a growing trend where children are targeted by financial fraudsters, so LSEG Risk Intelligence partnered with the team from the agency, 100 Percent, to build a campaign that would reposition the brand as a force for positivity whilst using the power and reach as a protagonist for real world change.

As part of an integrated campaign, we created an emotional, industry-first documentary with vignettes promoting the story on socials, supported in the real world by guest keynote speeches from Renata herself at major financial services events across the year. A premier of One in Fifty at the World’s pre-eminent financial services event - Money 20/20 - spearheaded a series of moments that reshaped the brand's image and shifted the broader conversation around financial crime, sparking a surge in new client enquiries, elevating discussions among policymakers, and most importantly leading to the introduction of the Child Without Debt law at the National Chambers of Deputies in Brazil, where it is currently undergoing political debate to officially change the law.