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REDUCING THE NUMBER OF ELDERLY VICTIMS OF TELEPHONE FRAUD IN DORSET

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January 2017 Executive Report

! Candidate Number: 87725

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2 | P a g e ! Candidate Number: 87725

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Background and Context Telephone fraud is an on-going problem within the area that Dorset Police operates. The criminals target almost exclusively elderly, vulnerable people, purporting to be police officers, bank employees, government officials and utility company telephone operators in order to gain personal and financial details. Prevention messaging is not effectively reaching these elderly members of the public: potential victims are not informed and empowered to a high enough standard. In November 2016, victims lost over £50,000 to one specific type of telephone fraud alone. One tactic resulted in the loss of nearly £1.1m between March 2014 and May 2015. These figures are only an indication of the reported losses, with many scams undoubtedly taking place without police being informed. Why is the topic important/what is the relevance to the organisation? Working to reduce the number of victims of telephone fraud addresses the Dorset Police operational priorities of ‘reducing the number of victims of crime’ and ‘increasing people’s satisfaction with policing in Dorset’. As well as upholding this internal vision and delivering it in line with the ethical responsibilities and duties the police service is bound by, there are three key sources of pressure on the Force: I. Central Government

• Introduction of Care Act (2014) places focus on safeguarding vulnerable adults1


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• Home Office Crime prevention strategy obligates police to work with partners to protect the vulnerable

• Introduction of the Joint Fraud Taskforce outlines responsibility of police forces in fighting fraud

II. Police Service Watchdog

• Her Majesty’s Inspectorate of Constabulary (HMIC) state that a force’s ability to protect the vulnerable is a ‘core indicator’ of its overall effectiveness2

• All HMIC reports are published, many leading publications cover the results

• Failing to achieve positive ratings can have hugely detrimental impact on public confidence - ‘when people feel unsafe, this adversely affects the relationship that the police have with the communities they serve’3

III. Dorset Residents

• Social media provides an accessible platform for people to share

concerns and challenge the Force, as well as sharing personal experiences with others

• Existing reports of crimes committed against vulnerable people receive high levels of engagement and demonstrations of frustration, anger and expectation of police action

The role of strategic communications In comparison with other issues the Force faces, telephone fraud is all but completely preventable if the potential victim is educated, informed and empowered to a high enough standard. Studies have shown that forewarning individuals about scams has a positive impact on susceptibility, including in vulnerable adults.4


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The nature of this strategic communication will be guided by the ‘communication for social change’ initiative. The principles of this discipline include empowering individuals and communities and engaging people ‘in making decisions that enhance their lives.’5 Methodology The accompanying situational analysis provides a detailed overview of the research undertaken to inform this report. The approach to this research was to analyse the environment surrounding the issue, the ability of the organisation to address it and the stakeholders that should be considered. A wide range of secondary resources, including crime statistics, interest group reports, case studies and print and online media, was used to collect evidence. By using PESTLE and SWOT tools, the analysis presents a full picture of the context, the implications for the organisation and the stakeholders who have the potential to affect the achievement of the organisation’s objectives. Key Findings This section of the report will contain: Each of these findings represents a significant conclusion pulled from the research is developed with supporting details and has a corresponding objective for the organisation to consider.


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I. Elderly people are the most likely to become victims of telephone fraud, the elderly population is growing and becoming increasing isolated. !

• The number of people in the UK aged 60+ will increase by 15% between 2015 and 2020.6 The most recent census data shows that Dorset has a resident population aged 65 and over of around 105,000 (25.2%). A projected 15% increase on this figure would see more than 25,000 additional elderly people in the county by 2020.7

• Isolation and loneliness – 1.2 million older people in the UK suffer from chronic

loneliness.8 !

• Using forewarning/prevention strategy has been proven to reduce older people’s

susceptibility to fraud.9

• Many people don’t see themselves as ‘older’, so may exclude themselves from

activities/fail to engage with material overtly aimed at ‘older people’.10

• 3 out of 10 people aged 65-74 and two thirds of those 75+ are not online. Older

people who do use the internet do not always consistently do so: 39% 75+ have

used the internet, but only 33% when asked had used the internet in the last 3

months.11

• However, older people are using the internet for online services. In January 2015,

nearly 2.3 million people aged 75+ were using internet banking in the UK. 450,000

customers 60+ used mobile banking apps, with 20,000 of these being aged 80+.

Some banks have faster growth rates for digital services from customers in their 70s

and 80s than among younger generations.12

Increase number of neighbourhood alert members 65+ by 15% by 2020 in line with

projected population increase of this group!

Older people increasingly online – alert system can be tailored to their interests and

location, gives a more personal messaging system!


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II. The community has a significant role to play in addressing the issue

• For this report, ‘community’ includes family, friends, neighbours, carers nurses etc.

• Government policy on safeguarding adults recognises that ‘safeguarding is

everyone’s businesses… when local people get involved, communities can do

things differently.’ 13

• In some cases, offenders have told the police that the ideal target is an elderly

person living along with limited contact with their family: increased contact can

equip elderly people against fraud.14

• The community is a valuable conduit for ensuring messages reach elderly people.

Community level interactions are not far reaching, but interactions are more

valuable.

• Studies show older people are often not receptive to approaches directly from

professionals, and respond better to information about the topic via known, local

networks and community initiatives.15

• Younger people should not be ignored in communications activity e.g. people who

interact with the organisation via social media are part of a younger demographic,

but this tactic should not be excluded, rather messaging be focused around

spreading information and advice.

1. Conduct awareness raising workshops with at least one care provider in each

region of the county by 2018.

2. Match the number of people who have ‘liked’ the organisation’s Facebook

page with the number of those ‘following’ the page!

1. Care staff have regular interaction with elderly individuals who are otherwise often

isolated. Huge potential for advice sharing, monitoring of vulnerable adults and

reporting of concerns.

2. There is currently a discrepancy between likes and follows, meaning not everyone

who has engaged with the page has opted to see all updates. Increasing this

number will allow warning messages to reach people in quick time, who can then

advise elderly relatives.!


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III. The organisation has positive partnership networks

!• Localised safeguarding already under a multi-agency approach, facilitated by

safeguarding partnership agreements and common obligations under the Care Act

2014

• Greater information sharing and consolidated policy/approach puts the organisation

in a better position to safeguard adults. 16

• Government policy recommends six principles for best practice where safeguarding

is concerned, one of which outlines the importance of partnerships

• The organisation has a history of finding it difficult to engage with hard-to-reach

groups, including the elderly and particularly those who live alone, and are isolated

or immobile. Other partners in local authority and social care interact with potential

victims on a more regular basis.

!• Partners should feel engaged with and valued. Historically, some organisations

based on protection of the vulnerable can be sceptical about working with the police: partnerships are two-way relationships and organisations should be consulted before decisions are made. 17

• Stakeholders are ‘more likely to make time if they perceive the project as relevant to them and there is a clear purpose to the engagement’. Partners in local authorities, health and the care profession already have an understanding of adult safeguarding: communications must specifically outline their role in preventing telephone fraud.

Develop communications strategy around fraud prevention with partners involved in

multi-agency safeguarding by the end of the second quarter of 2017

Multi-agency safeguarding includes communications activity as well as operational work.

Ensuring that partners are confident in advice and that all stakeholders are giving

consistent and comprehensive information to members of the public will improve the

quality of interactions and ultimate inform people better.!


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IV. Offenders succeed in targeting elderly people because their communications tactics are effective

• Elderly people are more likely to use their landline. 80% of people aged under 30 don’t have a home phone or hardly ever use one, while 50% of people over the age of 60 still use their home phones for most calls.18

• Studies have shown that elderly people are particularly susceptible due to: generally being at home to take phone calls, trusting natures, generally being eager to socialise and being less likely to report the fraud as they are less optimistic about the outcome of complaints. 19

• Research demonstrates that for some elderly people, the attention and interaction

they receive from fraudsters can make them feel ‘special’, personally reached out to. 20

• Communications activity needs to be based around empowering older people. Studies show that older people suffer from high levels of depression and low social needs fulfilment: fraud prevalence was three times higher among those with the highest and lowest of each of these factors respectively. Social needs include affection (Do you have people to turn to/talk to/ feel close to?), behavioural confirmation (Do you feel useful to others/ that you feel part of a group?) and status (Are you influential/accomplished). Offenders capitalise on these details and consequent low levels of empowerment.21

• Given that one identified reason elderly people are more susceptible is the offering of conversation and engagement on a personal level, prevention tactics should be centred on this concept. The approach should be localised and older people should feel the organisation is reaching out to them, either directly or through partners and the community.

Increase number of targeted face to face or telephone engagements with older

people by 20% in line with the average proportion of 65 and overs who feel lonely!

Many experts argue that criminals succeed in defrauding elderly people over the phone

due to the personal interaction: use similar tactics to offer prevention information.!


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Executive Summary Telephone fraud against the elderly threatens Dorset Police’s operational priorities of ‘reducing the number of victims of crime’ and ‘increasing people’s satisfaction with policing in Dorset’. As well as its ethical duty, the organisation faces pressure to address this issue from central government, independent watchdogs and the public. Previous research has shown the positive impacts of preventative forewarning messages on vulnerable adults and the capability of victims to prevent the crime in cases of telephone fraud. Strategic corporate communications activity can serve to increase awareness of the issue amongst partners and the public and ultimately encourage potential victims to change their behaviour. This report includes examination of a wide range of secondary resources, including crime statistics, interest group reports, government legislation and public surveys which, combined with internal knowledge, have been evaluated via a series of analytical tools. This comprises analysis of the environment surrounding the issue, the stakeholders involved and the capability of the organisation to address it. Overall, it finds that:

I. Elderly people are the most likely to become victims of telephone fraud and this has implications for any communications activity

II. The community has a significant role to play in addressing the issue III. The organisation has positive partnership networks which must be

utilised in communications activity IV. Offenders succeed in targeting elderly people because their

communications tactics are effective


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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1 Care Act (2014). [Online]. Available at: 2 Her Majesty’s Inspectorate of Constabulary (2015). PEEL: Police effectiveness 2015 (vulnerability) – A National Overview. [Online]. Available at: https://www.justiceinspectorates.gov.uk/hmic/publications/police-effectiveness-vulnerability-2015/ 3 Association of Chief Police Officers. Guidance on: Safeguarding and Investigating the Abuse of Vulnerable Adults. (2012). [Online]. Available at: http://library.college.police.uk/docs/acpo/vulnerable-adults-2012.pdf 4 Scheibe, S., et al. (2014). Forewarning Reduces Fraud Susceptibility in Vulnerable Consumers. Basic and Applied Social Psychology. 36 (3), 272 – 279, p. 272-3 5 Capobianco, L. (International Centre for the Prevention of Crime) Communication for Social Change: A powerful role for communication in crime prevention. [Online]. Available at: http://www.crime-prevention-intl.org/fileadmin/user_upload/Publications/2005-1999/2003.ENG.Communication_for_Social_Change_A_Powerful_Role_for_Communication_in_Crime_Prevention.pdf 6 Parliament UK. Political challenges relating to an ageing population: Key issues for the 2015 Parliament. [Online]. Available at: https://www.parliament.uk/business/publications/research/key-issues-parliament-2015/social-change/ageing-population/ 7 Dorset Census. Summary Statistics. [Online]. Available at: https://apps.geowessex.com/census/Data/SummaryStats 8 Age UK. No one should have no one at Christmas. [Online]. Available at: http://www.ageuk.org.uk/no-one/ 9 Scheibe, S., et al. (2014). Forewarning Reduces Fraud Susceptibility in Vulnerable Consumers. Basic and Applied Social Psychology. 36 (3), 272 – 279. 10 Age UK. Engaging with Older People: Evidence Review. [Online]. Available at: http://www.ageuk.org.uk/Documents/EN-GB/For-professionals/Research/Evidence_Review_Engagement_with_Older_People.pdf?dtrk=true p.21 11 West, S. (December 2015). Later life in a digital world. [Online] Available at: http://www.ageuk.org.uk/Documents/EN-GB/For-professionals/Communities-and-inclusion/Later%20life%20in%20a%20digital%20world%20Age%20UK%202015.pdf?dtrk=true 12 British Banking Association. (26th January 2015). Millions of “Silver Surfers” harness mobile and internet banking. [Online]. Available at: https://www.bba.org.uk/news/press-releases/millions-of-silver-surfers-harness-mobile-and-internet-banking/#.WG64xbRrWfd 13 Department of Health. Statement of Government Policy on Adult Safeguarding. (May 2013). Social Care Policy. [Online]. Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/197402/Statement_of_Gov_Policy.pdf


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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 14 Cohen, C. (2006). Consumer fraud and the elderly: a review of Canadian challenges and initiatives. Journal of Gerontological Social Work, 46(3-4), 137-44. – p. 139 15 Olivier S., Burls S., Fenge, L. and Brown, K. (April 2016). Safeguarding adults and mass marketing fraud – perspectives from the police, trading standards and the voluntary sector. Journal of Social Welfare and Family Law, 38(2), 140-151. 16 Association of Chief Police Officers. Guidance on: Safeguarding and Investigating the Abuse of Vulnerable Adults. (2012). [Online]. Available at: http://library.college.police.uk/docs/acpo/vulnerable-adults-2012.pdf 17 Government Communication Service. Planning and Delivering Effective Communications Partnership Strategies: Standards and Guidance. [Online]. Available at: https://gcs.civilservice.gov.uk/wp-content/uploads/2016/03/Planning-and-Delivering-Effective-Communications-Partnership-Strategies-Feb-16.pdf – p.5 18 Talbot, R. (20 September 2012). The death of the landline? [Online]. Available at: http://www.moneysavingexpert.com/news/phones/2012/09/the-death-of-the-landline 19 Alves, L. M. and Wilson, S. R. (2008). The Effects of Loneliness on Telemarketing Fraud Among Older Adults. Journal of Elder Abuse and Neglect. 20 (1), 63 – 85. P.68 20 Olivier S., Burls S., Fenge, L. and Brown, K. (April 2016). Safeguarding adults and mass marketing fraud – perspectives from the police, trading standards and the voluntary sector. Journal of Social Welfare and Family Law, 38(2), 140-151. 21 Paulson, D., Stickney, L. and Lichtenberg, P. (2013). Is Psychological Vulnerability Related to the Experience of Fraud in Older Adults? Clinical Gerontologist. 36 (2), 132 – 146. P. 138 !

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REDUCING THE NUMBER OF ELDERLY VICTIMS OF TELEPHONE FRAUD IN DORSET

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January 2017 Situational Analysis

! Candidate Number: 87725

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2 | P a g e Candidate Number: 87725

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This analysis will inform Dorset Police when planning strategic

communications activity to reduce the number of elderly victims of telephone

fraud.

Research Objectives

The research conducted and presented in this report will analyse the

environment, organisation and stakeholders concerned in the issue of elderly

victims of telephone fraud in Dorset.

The choice to adopt this three-tiered approach is based on its support from

academics including Gregory in her ‘Embedding research into the planning

process’ idea1 and Smith in his ‘nine steps of strategic public relations’2.

Within these three areas, the analysis will address a number of research

questions:

- What is happening?

- Who is it affecting?

- Why is it happening?

- So what?

- How can the organisation meet the challenge?


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Overview of Secondary Resources A broad range of secondary resources has been examined, informing each of the research questions:

Research Enquiry Secondary Resources Examined

What is happening? Crime statistics Media reports

Who is it affecting? Victim profiles Case studies Interest group reports

Why is it happening? Psychology studies: older people Interest group reports

So what? Government Legislation Nationally approved best practice codes Reports of police watchdog Media: print, online, social Public surveys

How can the organisation meet the challenge?

Personal experience/internal understanding Academic corporate communications theory Public surveys

Figure 1: Overview of Secondary Resources


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Analytical Tools Used

These tools provide overviews of the ‘big picture’ issues3, are easy to interpret and as methods of analysis are virtually cost free and not time consuming. However, there is the potential that complex issues may be oversimplified and the risk of ‘paralysis by analysis’ whereby too many concepts are presented to enable clear decision making. Allen’s view of the tools identifying ‘a few key factors that are likely to have a significant effect’4 and Theaker and Yaxley’s recommendation to develop the factors, to ask ‘so what?’ have been used to mitigate these risks5.

Figure 2: Overview of Analytical Tools

Tool Objective

PESTLE Analyse the Environment SWOT Analyse the Organisation SWOT Analyse the Stakeholders


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Analysing the Environment: PESTLE Analysis

Political

• Introduced in 2012, PCCs are still a relatively new force in policing.

• Their role is to make ‘the police answerable to the communities they

serve.’6 With control over the Police and Crime Plan and the Force

budget, they have huge influence on the direction of policing in the

areas they serve.

Economic

Political • Introduction of Police and Crime Commissioners

(PCCs)

• Discrepancy at central government level over

protection of police cuts

Economic • Prediction that police service central government

funding will continue to be cut

• Pressure on PCC to plug funding gap with increased

local council tax contributions

Sociological • Ageing population

• Increasing issue of isolation/loneliness amongst older

people

Technological • Growing sophistication of criminal technology – police

service required to keep up

• Trend towards digitalisation of public services

Legal • Introduction of 2014 Care Act: Enshrine police

responsibility to protect vulnerable adults into law

Environmental • Corporate Social Responsibility:

Figure 3: Summary of PESTLE Analysis


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• The chair of the UK Statistics Authority ruled that forces face a £160m real-terms cut in their Whitehall funding in 2015/16 and 2016/17.7

• PCCs expected to plug the funding gap by increasing the police element of council tax every year until 2019.

Sociological

• The most recent Office for National Statistics report shows that the ageing population trend is set to continue.8

• Four of the ten Lower Layer Super

Output Areas9 containing the highest median ages are in Dorset.10

• The high number of elderly people

also raises other sociological issues. In particular, more research has been conducted around isolation. Age UK estimate that 1.2 million older people in the UK are chronically lonely.11

Technological

• The joint strategic plan to reduce fraud states: ‘the factors which will most affect the future trajectory of the fraud threat are those linked to the increasing use of …online technologies to deliver services and the sophistication of organised criminals to exploit weakness and use technology to support their criminal businesses.’12

• It is relatively common amongst older people (three out of ten people aged 65 – 74 and two-thirds of those aged 75 and over are not online) not to feel confident using online services and potentially expose themselves to threats.13

Figure 4 UK Population demographics 2014 - 2039


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• Increasingly sophisticated criminal technology: able to steal personal

data making them appear credible over the phone, intercept phone

lines and use devices to disguise their voices so to protect their

identities. Much of this crime is committed overseas, with technological

advancements meaning these criminals are all but impossible to stop

and convict.14

Legal

• The Care Act (2014) enshrines the responsibility of the police service

to protect vulnerable adults from abuse into law. It defines a vulnerable

adult as a person “who is or may be in need of community care

services by reason of mental or other disability, age or illness; and who

is or may be unable to take care of him or herself, or unable to protect

him or herself against significant harm or exploitation’.15

• Dorset Police is obligated to protect adults at risk of harm and abuse,

which includes “having money…stolen, being defrauded”.16

Environmental

• National Police Estates Group’s Environment Charter outlines the

guiding principles for all forces – includes compliance with existing

regulations, continually improving environmental performance… and to

integrate environmental awareness into all force activities.17

• The importance of environmental integrity in corporate responsibility

has increased as understanding of the impact of environmentally

unfriendly decision-making has developed.


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Analysing the Organisation: SWOT Analysis The below SWOT analysis summarises the situation within the organisation: Figure 5: SWOT Analysis

Strengths Typically experience high levels of public satisfaction – public confidence at 84% Good relationships with partners and media Established authority via nature of organisation

Weaknesses Generally conservative in culture – can be reluctant to try new things, risk averse Historic difficulty in reaching hard-to-engage-with groups

Opportunities Recently established force-wide project to improve engagement – improving staff understanding Trend towards collaboration: learning from other Forces and partners

Threats Low staff numbers Unable to keep up with technological advancement of criminals Variation in demands in different geographic branches of the organisation mean competing priorities


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Analysing the Stakeholders The stakeholders constitute ‘individuals or groups who are able to affect or will

be affected by the achievement of the organisation’s objectives’.

This SWOT analysis evaluates the strengths and weaknesses each

stakeholder has in terms of contributing to achievement of the objective, and

the existing and emerging trends which effect their value.


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Stakeholder Strengths Weaknesses Opportunities Threats

Potential Victims: elderly residents

Able to

directly

prevent

crime if

educated/e

mpowered

Able to

influence

peers

Difficult to engage

with:

- May be unable

to get to face to

face

engagements

- Low levels of

online

engagement18

Representative

interest groups

hugely supportive

of educating

elderly against

fraud – likely

messaging

appearing in

individuals’ lives

already

Must ensure

communications

are carefully

constructed –

for example with

the use of online

tactics.

Some lack of

confidence

amongst elderly.

Advocates state

that shifts to

online services

might isolate

individuals and

that assuming

all older people

should be online

and just ‘need a

bit of support’

can be received

as

‘patronising’.19

Friends and family members of potential victims

High levels

of influence

on

individuals

due to

family ties

Unable to reach

large numbers of

people (compared

to businesses etc.)

Potential to use

audiences who

are already

engaged on quick

time, low cost

initiatives (e.g.

Encouraging

higher levels of

engagement

around emotive,

family related

issue, increases


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Also high levels of trust

social media) May be able to encourage older people to engage with these channels: ‘internet by proxy’ idea, where tech support from relatives seen as ‘part of the general reciprocal support provided within families’20

need to provide best service If friend/family member becomes victim of fraud, potential to become an engaged, negative stakeholder if expectations of organisation are not met

NHS/Care

workers

Consistent, routine contact with potential victims As individuals, and organisationally, able to reach a relatively wide audience

Organisations often busy, resources stretched – may be unable to meaningfully engage over the subject Reliance on external organisation’s internal communications to ensure advisory messaging is

Local authority care providers also subject to the guidance in the 2014 Care Act: this includes services working better to provide support and protection to the vulnerable Public and private carers are legally obliged to protect from abuse

Some care providers experience negative coverage due to media reports concerning standards – caution around overtly collaborating with individual homes with dubious reports21


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correctly and widely disseminated

(including financial abuse) – own standards and reputation to uphold

Charities/ NGOs

High level of public trust – NGOs scored highest on level of trust on 2016 Edelman Trust Barometer22 Large charities able to reach wide audience (e.g. Age UK help more than seven million people each year)23

Smaller charities and NGOs can be resource-poor and rely on volunteers to survive

Good understanding of victim audience – specifically commission research, evidence reviews, consultation etc.

Ageing population means more support required and economic uncertainty means more pressure on NGOs Organisation must be careful in choosing which individual charities to be seen to support – shouldn’t be selective

Banks Large customer base –

Public trust low: results of 2016 Edelman Trust

Public trust is currently on the increase

Partnership work with banks could be seen


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ability to

reach wide

audiences

Resource

rich

Barometer showed

financial services

as ranking last in

the 25 – country

survey, with a 51%

trust rating24

(Edelman up 8%

since last rating

in 2012)25

In banks interests

to prevent

criminality

(potential

financial returns

to customers

following

fraudulent activity

as well as

increased focus

on corporate

social

responsibility)

as corporate

endorsement –

particularly

difficult if a

scandal or

unethical

business

practices are

exposed

Police

officers and

staff

High level of

public trust

– recent poll

puts public

confidence

at 84%

Resources

stretched in the

organisation:

sometimes unable

to commit to

communications or

engagement

taskings

Increased focus

on the

importance of

meaningful

engagement

within the police

service – officers

and staff are

being educated

and empowered

to conduct more

engagements

Print Media Ability to

reach wide

Stories rarely

picked up by

Local press

already

Some studies

show that media


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audience

(compared

to individual

interactions)

– regional

readership

is consistent

(higher

likelihood to

enforce

messaging)

national press

without news from

other forces

Local press still

has relatively low

readership

supportive of

safety campaigns

Demographic of

readership

corresponds to

potential victim

profile

Use of external

media

demonstrates

transparency26

can ‘reinforce

the

stigmatization of

certain groups’

– portrayal of

elderly as

vulnerable has

potential to

increase victim

numbers27

Media can

present

inaccurate

portrait of crime

– caution

around

increasing fear

unnecessarily28

Figure 6: Stakeholder Analysis

Offenders Although not what would traditionally be considered a stakeholder, the

success of fraudsters in engaging with victims undoubtedly has an impact on

the achievement of the organisation’s objectives. Therefore, it is necessary to

examine why fraudsters succeed.

Research shows the elderly people:

• are more likely to use their landline: 80% of people under 30 don’t have

one or hardly ever use one, while 50% of people 60+ still use it for

most calls29


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• are generally at home to take phone calls

• have trusting natures

• are generally eager to socialise – potentially the contact from the

fraudster may be the first they have received in weeks and may make

them feel ‘special’30

Fraudsters are able to manipulate these factors: their ability to directly contact

victims on a one to one basis, via a method of communication victims are

familiar with, allows them the opportunity to succeed.


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Key Findings

Analysing the environment

• The population is ageing, and more focus is being placed on the responsibility to protect vulnerable adults.

• This focus comes legally, through the introduction of the Care Act, and

also through NGO campaigning on loneliness and vulnerability amongst elderly residents.

• Constant developments in technology are leaving many older people feeling insecure and exposed to potential threats to their financial security.

• It is also allowing criminals to operate relatively undetectably, through technology that police forces are struggling to match.

• Political and economic pressures mean the organisation must be seen to be operating in a cost effective, efficient and transparent manner at all times.

Analysing the organisation

• Dorset Police has high levels of public satisfaction and positive relationships with partners and the media. Its authority is established by its nature as law enforcement, which is often respected by older people.

• The organisation has a historic difficulty in engaging with hard to reach

groups, including the elderly and can be risk averse when acting on this difficulty.


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• A culture of better engagement is fostering in the organisation as a result of a force wide operational initiative; understanding of this topic and other areas of the business is strengthened by increasing collaboration.

• The organisation struggles with personnel and technological resourcing. Varied geographic areas (e.g. younger, urban towns vs. older, rural areas) mean competing priorities for the Force.

Analysing the stakeholders

• Victims are elderly, often isolated. They are difficult to engage with due to reduced mobility and often limited online literacy. Successfully engaging can have direct impacts on the number of victims.

• Friends and family of potential victims have high value/trust interactions. The organisation can use existing audiences and activate them to be advocates for the prevention messaging.

• Partners in local authorities, healthcare and NGOs can bring expertise and established relationships to the organisation.

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1 Gregory, A. (2010). Planning and Managing Public Relations Campaigns: A Strategic Approach. 3rd Edition. London, Philadelphia, New Delhi: Koga Page, p. 48 – 50. 2 Smith (2009) cited in Watson, T. and Noble, P. (2007). Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research and Evaluation. 2nd Edition. London: Kogan Page. Chapter Four. 3 Gregory, Planning and Managing Public Relations Campaigns, p. 52. 4 Allen, M. (2001). Analysing the Organisational Environment. Select Knoweldge. [Online]. Available at:


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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!https://books.google.co.uk/books?id=3hlSN2_kaawC&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false 5 Theaker, A. and Yaxley, H. (2012). The Public Relations Strategic Toolkit. New York: Routledge. Chapter Five. 6 Association of Police and Crime Commissioners. Role of the PCC. [Online]. Available at: http://www.apccs.police.uk/role-of-the-pcc/ 7 Travis, A. (10 March 2016). George Osborne rebuked for ‘no cuts in police budgets’ claim. [Online]. Available at: https://www.theguardian.com/politics/2016/mar/10/george-osborne-rebuked-no-cuts-police-budgets-claim 8 Office for National Statistics (2014). National Population Projections: 2014 – based Statistical Bulletin. [Online]. https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationprojections/bulletins/nationalpopulationprojections/2015-10-29 9 LSOAs were first built using 2001 Census data. They have an average of roughly 1,500 residents and 650 households. http://neighbourhood.statistics.gov.uk/HTMLDocs/nessgeography/superoutputareasexplained/output-areas-explained.htm 10 Collinson, P. (25 November 2015). Which parts of England and Wales have the oldest and youngest populations? [Online]. Available at: https://www.theguardian.com/society/2015/nov/25/england-wales-oldest-youngest-populations-eastbourne-bury 11 Age UK. No one should have no one at Christmas. [Online]. Available at: http://www.ageuk.org.uk/no-one/ 12 National Fraud Authority (2011). Fighting Fraud Together: The strategic plan to reduce fraud. [Online]. Available at https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/118501/fighting-fraud-together.pdf 13 West, S. (December 2015). Later life in a digital world. [Online] Available at: http://www.ageuk.org.uk/Documents/EN-GB/For-professionals/Communities-and-inclusion/Later%20life%20in%20a%20digital%20world%20Age%20UK%202015.pdf?dtrk=true 14 National Fraud Authority, Fighting Fraud Together. 15 Department of Health (2000-2015). No Secrets: guidance on developing and implementing multi-agency policies and procedures to protect vulnerable adults from abuse. England: Department of Health. Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/194272/No_secrets__guidance_on_developing_and_implementing_multi-agency_policies_and_procedures_to_protect_vulnerable_adults_from_abuse.pdf 16 Care Act (2014). Chapter 42, Section 3. [Online]. Available at: http://www.legislation.gov.uk/ukpga/2014/23/pdfs/ukpga_20140023_en.pdf 17 Dorset Police (2010). Environmental Policy. [Online]. Available at: https://www.dorset.police.uk/media/2680/environmental-policy-v2.pdf


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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!18 West, Later Life in a Digital World. 19 Hope, C. (10 June 2014). Go on the internet – or lose access to government services, Francis Maude tells pensioners. [Online]. Available at: http://www.telegraph.co.uk/technology/internet/10889563/Go-on-the-internet-or-lose-access-to-government-services-Francis-Maude-tells-pensioners.html 20 West, Later Life in a Digital World. 21 For example: Payne, T. (3 January 2017). Care home has blood on its hands over my mother’s death: Daughter accuses staff after her mum died eight weeks after being evicted over complaints about her treatment. [Online]. Available at: http://www.dailymail.co.uk/news/article-4082930/Care-home-blood-hands-mother-s-death-Daughter-accuses-staff-mum-died-eight-weeks-evicted-complaints-treatment.html 22 Edelman Trust Barometer. 2016 Edelman Trust Barometer: The State of Trust. [Online]. Available at: http://edelman.edelman1.netdna-cdn.com//assets/uploads/2016/01/2016-Edelman-Trust-Barometer-Global-_-State-of-Trust.pdf 23 Age UK, About Us. [Online]. Available at: http://www.ageuk.org.uk/about-us/ 24 Edelman Trust Barometer 25 Edelman Trust Barometer 26 Mawby, R. C. (2010). Police corporate communications, crime reporting and the shaping of policing news. Policing and Society. 20 (1), 124-139, p. 126. 27 International Centre for the Prevention of Crime (2008). The Media, Crime Prevention and Urban Safety: A Brief Discussion on Media Influence and Areas for Further Exploration. Prepared by Carli, V. Available at: http://www.crime-prevention-intl.org/fileadmin/user_upload/Publications/The_Media__Crime_Prevention_and_Urban_Safety_ANG.pdf p.4 28 ICPC. The Media, Crime Prevention and Urban Safety, p.3 29 Talbot, R. (20 September 2012). The death of the landline? [Online]. Available at: http://www.moneysavingexpert.com/news/phones/2012/09/the-death-of-the-landline 30 Olivier S., Burls S., Fenge, L. and Brown, K. (April 2016). Safeguarding adults and mass marketing fraud – perspectives from the police, trading standards and the voluntary sector. Journal of Social Welfare and Family Law, 38(2), 140-151, p. 146.

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