McAfee’s ‘Keep it Real’ Campaign Uses AI and Survivor Stories to Expose and Combat Online Scams

McAfee’s ‘Keep it Real’ Campaign Tackles AI-Driven Scams with Survivor Stories and Creative AI

McAfee has launched Keep it Real, a new campaign addressing the surge of AI-powered scams. This initiative combines striking AI-driven digital ads with a survivor-led movement called Scam Stories. The goal is to raise awareness, shift the shame often felt by scam victims, and help people recognize what's real and fake online.

The ads use AI intentionally to recreate the confusion people experience when encountering scams. This approach encourages viewers to pause and reconsider their instincts, which are no longer enough to distinguish truth from deception.

Creating Confusion to Spark Awareness

Stephanie Fried, McAfee's Chief Marketing Officer, explains that the campaign’s AI ads mimic the doubt scammers create. At the same time, Scam Stories gives a platform to real survivors, turning their experiences into lessons that reduce stigma and empower others.

One standout ad features a woman on a beach whose head rotates a full 360 degrees. Online viewers reacted with confusion—some thought it was a mistake, others suspected a bad deepfake, while a few recognized it as intentional. This uncertainty is exactly what the campaign aims to highlight: AI’s ability to blur reality in ways that challenge our perception.

Partnering Creativity with Technology

The campaign was developed with VSA Partners and rolled out alongside McAfee’s new Scam Detector. This AI-powered tool scans texts, emails, and videos to spot scams automatically.

Anne-Marie Rosser, CEO of VSA Partners, points out that the ads are “just real enough” to make people hesitate. This tension mirrors the vulnerability everyone faces today, emphasizing the need for reliable tools that go beyond instinct.

Real Stories, Real Impact

Social engagement with the campaign is strong, with interactions and click-through rates well above expectations. Scam Stories, the social series component, features scam survivors sharing their firsthand experiences using hashtags like #KeepItReal and #MyScamStory. Actor Chris Carmack and his wife Erin Slaver are among the first to share their stories, showing that anyone can fall prey to scams.

Expanding Support Through Partnerships

McAfee is partnering with FightCybercrime.org, a nonprofit focused on scam awareness and recovery. Through this collaboration, McAfee is donating $50,000 worth of online protection for individuals in FightCybercrime programs and their supporting staff. This partnership also aims to broaden education about online safety.

Influencers Join the Conversation

To amplify Scam Detector’s reach, McAfee has teamed up with influencers like Alexandra Madison, Theo Shakes, and Kristen Knutson. They are creating content that mixes humor with practical advice on spotting scams and staying safe online.

Why This Matters for Creatives

This campaign is a clear example of how creative marketing can be both innovative and empathetic. It blends surreal AI visuals with authentic human stories to engage audiences emotionally and practically. For creatives, it’s a reminder that impactful work often comes from balancing technology with genuine human connection.

Explore the campaign, share your own story, or learn more about McAfee’s Scam Detector at McAfee Scam Stories.