College of Immigration and Citizenship Consultants
Building Trust in Immigration: The College’s 2025 Anti-Fraud Awareness Campaign
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The College of Immigration and Citizenship Consultants (The College) is Canada’s national regulator for licensed immigration and citizenship consultants.
Yet, public awareness of its role remained low, with many confusing The College with an immigration service provider rather than a regulatory body. This misunderstanding left people vulnerable to fraud by unlicensed consultants.
To address this, The College engaged Jacknife to relaunch its Anti-Fraud Awareness Campaign for 2025. The objective was to help people recognize fraud and guide them to the Public Register (Canada’s official resource for verifying licensed consultants). The campaign needed to be instantly understandable across cultures, languages, and platforms.
We kicked off the project with in-depth discovery sessions with The College stakeholders, gaining valuable insight into the tactics fraudsters use and the devastating impact on victims.
Using this knowledge, we developed a comprehensive, integrated campaign designed to educate and engage audiences across multiple digital platforms while maintaining clarity and accessibility. Our solution featured a bold, flexible visual system anchored by striking red, a universal signal for caution and urgency, and a powerful visual hook designed to stand out in high-traffic social feeds and out-of-home (OOH) environments.
Paired with stark contrast typography and minimal layouts, the campaign was crafted to cut through the noise, demanding attention while delivering clarity. It was also designed to be AODA-compliant, ensuring that individuals with disabilities could access and understand the content.
The visual concept was inspired by “Where’s Waldo,” embedding fraudulent consultants within crowded patterns. This interactive treatment reinforced the idea that immigration fraud is often hidden in plain sight and harder to spot than people might think.
The campaign’s impact speaks for itself. It reached over 1.5 million people who clicked through to learn more about immigration fraud. That’s more than two and a half times what was originally planned. In cities like Toronto, Montreal, Vancouver, and Ottawa, the ads were viewed nearly 2 million times, helping to spread the message widely.
On social media, the response was especially strong: Instagram videos performed nearly 3 times better than expected, and Facebook videos also beat their targets, especially in French-speaking communities.
This campaign proved that clarity, urgency, and strong design can drive real impact. By helping the College cut through confusion and empower the public, Jacknife delivered a message that resonated widely. As immigration conversations continue to evolve, The College is better positioned to protect the public, and Jacknife remains a committed partner in making trust visible.
