Boomerang – Putting client’s key message on the political agenda.
From media attention to political pressure
Phishing has become a major societal issue. By claiming the debate sharply and strategically for Boomerang, we helped push the issue onto the political agenda. The core message was clear, concrete and confrontational enough to cut through: when dealing with phishing cases, banks too often try to avoid their obligation of immediate reimbursement by invoking so-called “gross negligence” on the part of the victim, often without proper grounds.
Our approach:
- We helped Boomerang translate a technical legal issue into a public-interest story with real traction: phishing victims are not only left dealing with the fraud itself, they often face a reimbursement system that feels injust, inconsistent and unfair.
- At the same time, we made sure the issue stayed alive in the media. We turned the client into a credible and visible reference point for journalists covering phishing, consumer protection and banking responsibility.
- That strategy paid off. The issue reached Terzake on VRT, where Boomerang’s core argument was put directly to Febelfin and Minister Beenders. What started as a media narrative had by then become a political question.
The coverage did not stop at awareness. It helped generate pressure.
By keeping Boomerang top of mind with journalists and building sustained visibility, we helped create the conditions for wider scrutiny. The problem was publicly acknowledged by Minister Beenders, who confirmed that there was a real issue in the way phishing reimbursement cases were being handled. Measures followed soon after.
A strong example of PR for PA in action: sustained media pressure, a clear societal message, and a client positioned so effectively that its argument helped shape the political response.
At Brum Smith, we help brands turn their innovations into compelling stories.
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