Abstract
Digital fraud is increasingly prevalent, posing significant challenges to raising public awareness and implementing preventive measures. Traditional Public Service Announcements (PSAs) typically rely on linear storytelling, which may limit audiences’ understanding and retention of information. This study explores the potential of interactive storytelling in the design of fraud-prevention PSAs and examines whether it can enhance information comprehension and reflective behaviour by increasing audience immersion.
The study combines Human Centred Design and Constructive Design Research to iteratively develop an interactive PSA prototype titled Before It's Too Late. Data is collected through content analysis, prototype testing, and questionnaire surveys to capture participants’ behavioural patterns during experiences. The study also employs the Needs and Aspirations for Design and Innovation framework and the Interactive Storytelling Systems model to analyse participants' feedback during interactions.
Findings indicate that interactive storytelling can enhance audiences' attention, deepen their understanding of digital fraud scenarios, and increase their preventive awareness. However, overly complex structures may trigger resistance amongst audiences, even though feedback on branching storylines, multimedia integration, and interactive operations is generally positive.
Furthermore, this study proposes the Narrative Bridge and Emotional Resonance Model to analyse audience participation in interactive rituals, offering practical guidance for practitioners seeking to apply interactive storytelling in public awareness campaigns.