Great! gives commercial airtime to National Crime Agency
July 29, 2026
Narrative Entertainment, which owns Great!, has announced a media partnership with the National Crime Agency (NCA) that its marketing director has described as the first of its kind, gifting linear airtime and unsold FAST advertising inventory to a law enforcement body.
The tie-up sees Great!’s romance channel donate peak-time broadcast slots across Freeview, Sky and Virgin Media, plus unsold ad breaks on its FAST service, to the NCA’s campaign against romance fraud. Rather than running countdown clocks and holding screens in unsold FAST inventory, the channel is using the space to carry NCA safety messaging.
Launching immediately, the campaign is built around eleven scripts that link romance fraud warnings to the plotlines of Great!’s own films, timed around ad breaks, with a supporting social push across the NCA and Great!’s Facebook and Instagram channels.
Nick Sharp, Deputy Director Fraud at the National Economic Crime Centre (NECC) in the NCA, said: “Romance Fraud is a serious crime and financial losses are on average over £13,000, and sometimes significantly higher. Victims are not only losing sometimes life changing sums of money though, this type of Fraud can do enormous damage to the confidence, trust and faith that victims place in themselves and their relationships. That is why the NCA is actively targeting and disrupting the criminals behind romance fraud through investigations and intelligence sharing domestically and internationally. However, raising awareness as a form of prevention remains an equally important way to reduce the chances of someone being victimised. This campaign with Great! Romance is designed to do exactly that, by raising awareness and strengthening defences with the public we can significantly reduce opportunities for criminals to succeed.”
Great marketing director Kate Gartland added: “When the NCA shared with us some horror stories about romance fraud, we knew we could support their campaign in a unique way, reaching an audience that loves a love story, via a medium that has huge impact. We’re here to entertain them with the romantic content they adore, and now we’re proud to be helping to protect them. This joint campaign with the NCA will give viewers the awareness they need to spot the tells, and protect themselves and their friends and family from these devastating crimes. Romance fraudsters, unlike most media agencies and buyers, know that heartland TV ’55+’ audiences have the most disposable cash to spend, or to lose.”
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