I think you have to use the mass media to reach people.
There are three things we've thought of: using the mass media; inserts in government cheque mailings, possibly, and putting up good posters and brochures in government storefront offices; and working with the banks. The banks are doing a reasonable job, and credit bureaus too have some good public education brochures and things on this issue. But still, people are falling prey.
I think banks are in a difficult situation because they don't want to dissuade people from on-line banking. So they don't want to say you can't trust e-mail, but they have to say you can't trust those e-mail messages you're getting.