The National Cyber Security Center (NCSC), which is part of GCHQ, is launching a major new campaign to help people shop more securely online during the festive shopping period. The boost was developed in partnership with M&C Saatchi London.
As part of the ongoing Cyber Aware campaign, the NCSC’s latest effort aims to increase cyber resilience and drive adoption of protective online shopping behaviors during Black Friday, Cyber Monday and the festive season.
Between November 2022 and January 2023, shoppers lost over £10 million to cybercriminals. With online scams becoming more sophisticated, the NCSC campaign reminds consumers that it’s more important than ever to have the basics in place when it comes to email security.
The new campaign recommends that shoppers choose three random words for their email password so it’s easy to remember and harder to hack, and turn on two-step verification for their email account to get double the protection, so that even if cyber criminals have the password, they will not be able to access your email account.
A series of executions visualizes the concepts of “three random words” and two-step verification in a memorable and engaging way. The ads feature the phrase “Cyber Aware: Take your email security to another level”.
The campaign is running across video-on-demand, out-of-home, social, digital and audio streaming channels, supported by influencer, PR and partnership activities. Media planning is managed by Bountiful Cow and media buying is managed by OmniGov.
James Stewart, director of communications at the National Cyber Security Center, said: “Every holiday season, cybercriminals steal from millions of people shopping online, and last year was no different. This important campaign aims to help consumers be as safe as possible when making their festive purchases. By choosing three random words for your email password and adding two-step verification, shoppers can take their security to the next level.”
Clare Richardson, client partner at M&C Saatchi, added: “Our aim with this campaign was to make an already strong creative platform feel relevant for the festive shopping period. Working with talented photographer Wilson Hennessy, we created a suite of executions in a style you would expect to see from a luxury technology brand this time of year.”
“Each ad contains a random twist to create eye-catching visuals worthy of a crucial second look, reminding and hopefully inspiring us all to think twice about our online protection before we check out.”