| Title | NATIONAL CYBER SECURITY AWARENESS WEEK |
| Brand | DEPT BROADBAND, COMMUNICATIONS AND THE DIGITAL ECONOMY |
| Product / Service | STAY SMART ONLINE CAMPAIGN |
| Entrant | PORTER NOVELLI MELBOURNE, AUSTRALIA |
| Entrant Company: | PORTER NOVELLI MELBOURNE, AUSTRALIA |
| Advertising Agency: | PORTER NOVELLI MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Peter Kent | Porter Novelli Melbourne | Managing Director |
| Jakob Hesketh | Porter Novelli Melbourne | Account Manager |
| Arj Ganeshalingam | Porter Novelli Melbourne | Account Manager |
| Sarah Pinch | Porter Novelli Melbourne | Account Support |
| Adriana Musumeci | Porter Novelli Melbourne | Account Support |
| Chris Baker | Porter Novelli Melbourne | Account Support |
More than 80% of Australians are active users on the internet, increasingly reliant for everything from banking, shopping, education and communication. The goal was to build recognition of National Cyber Security Awareness Week beyond a 'one week' event by positioning Stay Smart Online as a central brand and theme, and communicate key messages with stakeholders at peak periods throughout the year. Run from September 2011 to June 2012, the campaign promoted across all materials distributed via traditional and new media channels including Facebook, Twitter and YouTube. A video competition to search for 'Australia’s Next Stay Smart Online Agent' was introduced to give a face to the campaign, and an educational video web series featured hints and tips for the general public. This was followed by the Over the Horizon forum for government representatives, leading business organisations and community groups to get together and discuss emerging cyber security and safety challenges.
• 228 earned editorial across television, print radio and online. • 11 video entries received for Stay Smart Online Agent search. • 40,000 wallpaper displays uploaded to National Australia Bank staff desktops. • 200 people attending the Awareness Week launch. • 75 guests across government, private enterprise, community and education attended the Over The Horizon forum. • Stay Smart Online Facebook page ‘liked’ by 290 fans prior to the official launch and another 100 during the Awareness Week. • 10 posts featured on the official Stay Smart Online blog and another six uploaded during the Awareness Week. • 18 pieces of video content appeared on the Stay Smart Online channel on YouTube, welcoming 20 subscribers and more than 3,800 video views. The Stay Smart Online 2012 initiative achieved more awareness and support than ever before.
The strategy focused on four main areas: • Social Media - A video competition to search for 'Australia’s Next Stay Smart Online Agent' was introduced to give a face to the campaign and promote education and awareness; an educational video web series with popular ABC TV’s Good Game hosts Bajo & Hex also featured hints and tips for the general public. • Events - On 12 June, Porter Novelli launched National Cyber Security Awareness Week as part of the annual Cyber Safety Summit. This was followed by the Over the Horizon forum for government representatives, leading business organisations and community groups to get together and discuss emerging cyber security and safety challenges. • Earned media - a new focus each month on cyber security was pitched to traditional media outlets over a year long period. • Partnerships - harness stronger engagement and support from Australian schools.