CMA - Cartels Campaign
CMA - Cartels Campaign
The Brief
The Brief
Deter illegal cartel behaviour among business owners by making the consequences land with people who don't think of themselves as criminals.
Deter illegal cartel behaviour among business owners by making the consequences land with people who don't think of themselves as criminals.
The Approach
The Approach
We chose a dramatic, character-driven narrative following someone as they reckon with the fallout from choices made under pressure. By grounding the consequences in family life and personal relationships, we made the stakes visceral and relatable. The tone was intentionally cinematic: this wasn't an information film, it was a story around regret.
We chose a dramatic, character-driven narrative following someone as they reckon with the fallout from choices made under pressure. By grounding the consequences in family life and personal relationships, we made the stakes visceral and relatable. The tone was intentionally cinematic: this wasn't an information film, it was a story around regret.
The Results
The Results
The campaign achieved exceptional engagement across digital and broadcast channels, with average completion rates significantly above the government communication benchmark. The CMA reported a 23% increase in cartel tip-offs via their leniency hotline in the six months following the campaign launch. The film was recognised internally as one of the most effective behaviour-change pieces the organisation had ever produced.
The campaign achieved exceptional engagement across digital and broadcast channels, with average completion rates significantly above the government communication benchmark. The CMA reported a 23% increase in cartel tip-offs via their leniency hotline in the six months following the campaign launch. The film was recognised internally as one of the most effective behaviour-change pieces the organisation had ever produced.
Our Services
Legal and Compliance
© 2026 Malt Films. All rights reserved.
Our Services
Legal and Compliance
© 2026 Malt Films. All rights reserved.