The National Cyber Security Centre’s (NCSC) latest campaign encourages users to implement the two-step verification process for stronger online security.
Devised by creative agency M&C Saatchi, the marketing drive ‘Tough Protection’ is part of its ‘Stop! Think Fraud’ brand platform.
A 30-second spot features a small business owner who transforms into a knight when she activates two-step verification on her phone.
The marketing drive will run across TV, social media, digital platforms, radio and influencer content. Wavemaker handled media planning and media buying was managed by OmniGov.
M&C Saatchi UK group chief executive Jo Bacon said: “At M&C Saatchi, we believe in harnessing cultural power to tackle some of society’s biggest challenges, and cyber fraud is a pressing issue that affects people across the UK. ‘Tough protection’ is a brilliant example of how we can take a complex subject and communicate it in a way that is engaging, memorable, and culturally relevant.”
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The campaign comes as research from the Criminal Survey for England and Wales showed that there were over one million incidents of cybercrime reported in England and Wales in the year to March 2024.
NCSC chief operating officer Felicity Oswald said: “Opportunistic online fraudsters are constantly taking advantage of people and small businesses using digital devices, which can have a devastating impact.
“Thankfully, there are ways to protect yourself and increase your cyber resilience – which is why today we’re launching the ‘Tough protection’ initiative, part of the nationwide ‘Stop! Think fraud’ campaign, urging everyone to bolster their digital security.”
