Emirates NDB’S Shaggy Inspired ‘It Wasn’t Me’ Campaign

An unorthodox approach used to highlight a serious matter as the Dubai Police and Emirates NBD Bank, joins forces to educate the public on matters related to online scams.

The light-hearted approach is being used to grab the public’s attention to warn against online fraudsters swindling customers, with a joint public campaign drive which started on social media on June 27, 2019.

The two-minute video, inspired by international Reggae Recording artiste Shaggy’s hit single ‘It Wasn’t Me’, showed conservation between a fraud victim and a bank representative.

The song and music video uses Shaggy’s tune — but with lyrics adapted to drive home the importance of keeping personal details safe.

Juliane Robinson        

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