| Title | NATIONAL CYBER SECURITY AWARENESS WEEK |
| Brand | FEDERAL GOVERNMENT DEPARTMENT DEVELOPING AND DELIVERING COMMUNICATIONS POLICY AN |
| Product / Service | CYBER SECURITY |
| Category | B04. Non-Corporate |
| Entrant | PORTER NOVELLI MELBOURNE, AUSTRALIA |
| Entrant Company: | PORTER NOVELLI MELBOURNE, AUSTRALIA |
| PR/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 and have become increasingly reliant on it for everything from banking, shopping, education and communication. The risk of cyber attacks or malicious online scams have gained increased public attention, and protecting people online is a high priority. 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. Our strategy outcomes were to: • Increase participation from other Commonwealth Government agencies • Increase recognition of Stay Smart Online brand and website • Enhance partner support and engagement • Achieve traditional and online media saturation and communicate key messages about cybersecurity and safe online practice • Develop best practice social media execution for the Commonwealth Government Run from September 2011 to June 2012, the campaign began with an increased focus on the Stay Smart Online brand, promoted across all materials distributed via traditional and new media channels including Facebook, Twitter and YouTube. The campaign received extended support from partners, media, and social media channels, raising awarenss of cyber security without any paid advertising.
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. The campaign was targeted towards four key audience groups: “Comfortably but wary” – Families, cautious but active, reliant on friends and family. “Fearful avoiders - Oldest, least likely to use internet daily. “Watchful Transactors” - Active users online, small-to-medium business owners who do not differentiate between personal and business. “Confident and tech savvy” - Highest proportion of users under 34 years, always online.
Partners of the Stay Smart Online initiative increased by 68% from 538 to 902 in 2012, largely attributed to a focus to harness stronger engagement and support from Australian schools. In addition: • 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, with more than 3,800 video views
Run from September 2011 to June 2012, the campaign began with an increased focus on the Stay Smart Online brand, 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 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. 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. The campaign ran mainly to schedule with no adaption at any point during execution.
The Department of Broadband, Communications and the Digital Economy (DBCDE) is an Australian Federal Government body in charge of developing policies and programs to advance Australia’s digital and communications sectors. More than 80% of Australians are active users on the internet and have become increasingly reliant on it for everything from banking, shopping, education and communication. The risk of cyber attacks or malicious online scams have gained increased public attention, and protecting people online is a high priority. In August 2011, Porter Novelli was appointed to manage its second communications campaign for the Department’s 2012 National Cyber Security Awareness Week.
To engage partners, leverage media opportunities, and use flexible content and develop creative materials to make Stay Smart Online a powerful brand linked to distinct Cyber Security audience actions. Our strategy outcomes were to: • Increase participation from other Commonwealth Government agencies • Increase recognition of Stay Smart Online brand and website • Enhance partner support and engagement • Achieve traditional and online media saturation and communicate key messages about cybersecurity and safe online practice • Develop best practice social media execution for the Commonwealth Government