A public-awareness campaign addressing the normalization of online scams, using culturally familiar imagery to question false security and overconfidence.

Scams no longer look suspicious. The danger is embedded in what feels safe, trusted, and familiar, making risk difficult to recognize.

Recontextualized iconic cultural scenes by replacing the “apple” with a decayed version, pairing them with direct, minimal copy to create cognitive tension and reinterpretation.

Created high-contrast, culturally loaded visuals that disrupt comfort, provoke reflection, and reposition familiarity as a potential warning sign rather than reassurance.