When in doubt, just hang up.
This simple yet succinct message aims to protect older adults from phone scams. It’s part of an anti-fraud campaign through the provincial government and Winnipeg Police Service.
Grandparent scams and emergency scams involve fraudsters calling an older adult and impersonating a grandchild or family member in distress, sometimes using artificial intelligence, based on information obtained from social media, public information or data breaches. According to the Canadian Anti-Fraud Centre, Manitobans aged 60 and up reported losing almost $350,000 to these types of scams in 2024.
The Just Hang Up campaign aims to stop scams the moment they begin, by encouraging people to just hang up when in doubt about a phone call. The campaign uses a multi-channel approach to reach older adults and their families, in an effort to strengthen fraud literacy through clear community messaging that builds confidence to pause, hang up, verify information with family and report incidents.
Deborah Hildebrandt, executive director of South Interlake 55 Plus, said this campaign is a great concept to promote while protecting older adults from these crimes.
“As an organization who serves older adults, we are always looking at various ways to educate community around frauds and scams from these heinous crimes,” she said.
“In September, we hosted a Frauds and Scams presentation with the RCMP, which was extremely informative and included sharing ideas on how to protect themselves from fraudsters.”
South Interlake 55 Plus, together with CIBC, will host another Frauds and Scams education session on May 14 at 7 p.m. All community members are welcome, and Hildebrandt hopes family members of older adults can also learn about these scams.
“Public awareness is critical to informing older adults about scams; therefore, we utilize social media platforms such as Facebook to share tips around protection from scammers,” she said.
“Now the Just Hang Up campaign solidifies another method older adults can use if they are in caught in the midst of being scammed.”
Even right here in the Interlake, fraudsters are targeting older adults.
“I have heard of folks in our area being scammed and it has been alarming to hear. The scammers are taking advantage of those in vulnerable individuals while in an emotional state,” Hildebrandt said.
“Therefore, education is key to eliminating this from occurring, and we will continue with providing education sessions in the future. If anyone in community would like to know more about frauds and scams, they can connect with us directly and we can provide them with the resources needed to protect themselves.”
Joie Van Dongen, chair of Age Friendly Stonewall/Rockwood, said she has also heard of older adults being targeted by scammers in local communities.
“It has been a cautionary tale for others,” she said.
The new campaign’s name “Just Hang Up” is very clear, she added.
“Seniors need to understand that it may seem rude and upsetting, but whomever is calling will call back if the call is important. This gives one time to calm down and phone family or a friend for advice,” Van Dongen said.
“At times one may be expecting a phone call from an unrecognized number and you must answer the call. It is a good idea to keep your contacts up to date so you can see the name of who is calling. Also, having a code name with family is an excellent plan.”
A recent TV ad about a grandchild-in-trouble scam is well done, she added.
“It is very easy to panic when confronted by someone pretending to be a grandchild, that your computer has been hacked or you owe money,” she said.
“Always ask for a phone number to call back and then hang up.”
Provincial funding will support online resources, promotional materials and advertising to educate older adults, while also empowering victims by challenging the stigma of being scammed. The campaign also encourages reporting to prevent further victimization, and it will include an online resource hub at justhangup.ca/.
The funding has also enabled the Winnipeg Police Service to develop a presentation that will continue reaching older adults well beyond the campaign’s completion. The WPS Community Relations Division, in partnership with A & O: Support Services for Older Adults, will deliver in-person presentations to provide older adults with practical tools and awareness to help prevent victimization. Over the next six months, the campaign aims to engage with more than 700 people during these sessions. Information on how to book WPS and A & O group presentations can be found at justhangup.ca/.
Amanda Macrae, CEO of A & O Support Services for Older Adults, said the organization is proud to partner with Winnipeg Police Service to deliver the Just Hang Up campaign.
“The agency remains committed to empowering older people with the knowledge and tools they need to stay safe and age well in their communities. As increasingly complex frauds and scams continue to target older adults, the need for greater public awareness, education and prevention initiatives has never been more critical,” she said.
“The Just Hang Up campaign serves as an important tool in helping prevent older individuals from becoming victims of crime.”
The Manitoba government provided $134,000 in funding for the campaign from the Criminal Property Forfeiture Fund (CPF). In 2025-26, the province has allocated more than $643,000 in CPF funding to the Winnipeg Police Service for several projects, including the Just Hang Up campaign. CPF redirects proceeds from the sale of seized criminal property toward law enforcement and community safety initiatives.
March is Fraud Prevention Month in Canada. More tips on how to prevent fraud are available at antifraudcentre-centreantifraude.ca.
