The PR Factory for Card Security: Phishing campaign with fisherwoman

Phishing is currently by far the most common card fraud scam. According to the 2024 police crime statistics, phishing attacks have increased by 56% compared to the previous year. This also leads to an annual increase in card crime of 10 to 20 percent.

Prevention is therefore of central importanceThe Card Security Association is an association of card issuers, financial institutions and the police and has been providing information on credit and debit card fraud for many years. The current campaign "LINDA checkt's!" ties in visually and in terms of content with the previous year's campaigns and thus relies on strong recognition.

With fisherwoman LINDA against phishing

"Simple messages are the key to prevention work. This year's Card Security campaign deliberately builds on the success of previous campaigns. The focus is now on the fisherwoman LINDA," explains Andrea Miolo-Eberhard, owner of The PR Factory. "The dissemination of the campaign by the police corps and the support of many banks and financial institutions in Switzerland reinforces the impact and credibility of the messages."

Each letter of LINDA's name stands for a mnemonic that can be used to prevent phishing. If you follow LINDA's tips, you can quickly recognize card fraud:

• # L = Never click on links and attachments from unknown persons.
• # I = Always check the content of e-mails critically.
• # N = Neutral salutation in message makes you suspicious.
• # D = Urgency and time pressure are suspicious.
• # A = Always check the sender carefully.

Campaign in two waves and a symposium

The campaign will be broadcast throughout Switzerland in two waves in spring and fall 2025. During this time, there will be an online knowledge test with a competition on the website Card-security.ch. Online and social media banners are also placed on popular platforms.

The police are also carrying out activities throughout Switzerland to provide more in-depth information on the subject. They are distributing giveaways in the form of Fisherman's Friends and a LINDA memo card with tips against phishing. Debit and credit card issuers and banks are also supporting the campaign with their own campaigns and on their platforms.

In addition, on May 26, 2026, the "National Card Security Conference" on the topic of card security and prevention work, which is also organized by The PR Factory on behalf of Card Security. This is primarily aimed at experts from the police and financial sector.

Responsible at the police: Pascal Simmen, Cantonal Police Schwyz; Bernard Vonlanthen, Police Cantonale Fribourg. Responsible at Verein Card Security: Stefan Giger, SIX; Adrian Kläy, VISECA; Pascal Simmen, Schwyz Cantonal Police. Responsible at The PR Factory: Andrea Miolo-Eberhard (concept, overall management), Lucia Wohlgemuth (consulting, project management and planning, editing), Cristina Garcia, Regula Huber (graphic and digital design and realization).