Background
The Department of Homeland Security (DHS) wanted to foster a better understanding of cyber threats and their serious impact but also needed to actively engage the public to take personal responsibility for online security. DHS sought a highly targeted campaign to increase awareness of cyber vulnerabilities and drive people to take action. After our market research, DHS chose to target millennials because their online behavior puts them at high risk, they tend to take responsibility for their digital safety, and they often act as gatekeepers of cybersecurity knowledge for older family members or in their workplaces. Helping millennials understand the consequences of risky online behavior and take precautions when necessary is the goal of the #BeCyberSmart campaign for DHS.
Strategy
To appeal to millennials, we built a campaign around engagement, authenticity, and purpose. Millennials are drawn to stories that matter and are more receptive to messages that educate them or make them laugh. Millennials often have short attention spans and can be resistant to behavior messaging from official sources. There is a disconnect between what people should do to protect themselves from cyber attacks and what we can reasonably expect the general public to adapt. Because content can age quickly, we created multiple carousels to continuously stimulate audience interest, keep messages relevant and consistent, and extend the campaign’s reach.
Execution
A relatable, quirky-yet-smart “science professor” poses questions about cybersecurity from a stark and futuristic lab setting. The scene is interrupted by a disruptive, and seemingly incongruous, user-generated video (think random animal mob scenes on YouTube). Next up, we return to the lab, where the “professor” engages with an element of the cutaway video and delivers a relevant, quick cyber tip.
We developed six static carousel ads for Instagram and Facebook and nine 15-second video PSAs distributed across social media channels. The videos we created took advantage of the smartphone’s native vertical video format to target millennials with a desire to be connected, explore new technologies, and connect with brands through social media.
This campaign also made use of Pandora’s sponsored listening feature, creating an intimate brand connection by offering listeners an hour of uninterrupted streaming in exchange for 15 seconds of active attention and engagement. This tactic marked the first of its kind for a government agency and was extremely successful.
All digital and social media ads pointed to unique microsites that enhanced the campaign by adding an additional layer of engagement and interactivity.
Campaign Summary
Adobe Programs
Adobe Bridge was used to select and refine the photo selects. Our images were retouched and edited in Adobe Photoshop. Adobe Indesign was used to layout all print materials, Adobe XD was used to design the website, and Adobe Animate was used to create the animated digital advertisements.
