One of the mass awareness campaigns we worked on was Cyber Aware, which involved working with the Home Office, Cabinet Office, police forces, National Cyber Security Centre and the private sector to tackle the threat cyber attacks pose to the UK.
We were briefed to:
- Come up with a campaign to drive home the importance of having strong and separate passwords
- Drive engagement from a wide variety of public and private sector stakeholders and partners
The campaign focused on two audiences identified by our research partners, Britain Thinks and Ipsos MORI: 18–44 year olds, termed the ‘at risk majority’. Our priority audience was 18-25 year olds, referred to as the ‘young and risky’ audience who have a casual attitude to online security.
While cyber security is of vital national importance, it is often far from a priority for citizens. We needed to reach these audiences and grab their attention. To achieve this, we investigated their real interests using TGI consumer data and our proprietary social media analysis methodology, Mapper360®.
Our strategic thinking was three-pronged:
- Recognise that cyber security has low salience with our audience. Instead of talking about it directly, we set it in relation to their passion points eg showing the impact on their gaming credentials or travel plans.
- Tap into the trend for people thinking about and searching for life hacks, with a campaign about the simple resets people can do to make their lives better.
- Draw on the behavioural insight of loss aversion, people’s tendency to prefer avoiding losses to acquiring equivalent gains.
Based on the audience insights we developed a central creative concept called #OneReset, which sat at the heart of a content marketing campaign. #OneReset tapped into the theme of simple life hacks and emphasised the importance of updating your password to improve your cyber security, drawing on themes that our target audience could relate to such as clearing out their wardrobe and trying new recipes. We worked with influencers Monica Stott and Dr Hazel Wallace to create video content and collaborated with numerous partners.
Social activity focused on engaging third parties and was a notable success:
- #OneReset had an estimated reach of 6,981,299 over the week following the launch, 13% more than previous Cyber Aware campaigns.
- 110 partners shared the campaign content including Microsoft, Hiscox Insurance, Not On the Highstreet, CV Library, and public sector bodies and police forces
#OneReset played its part in the overall Cyber Aware campaign, which claimed significant behaviour change results. Two-thirds (68%) of 18-44 year olds surveyed claimed that the campaign was likely to either make them more likely to start using strong, separate passwords for email accounts (38%) or make them more determined to continue doing so (30%).