Skip to navigation
2020-10-12T05:27:05.000Z
ACSC-banner-clip.mp4
Campaign for Australian Cyber Security Centre (ACSC)
Led by Communications

ACSC

Stay Smart Online Week

OVERVIEW

Cybercrime threatens all of us.

Australia has a problem. Over 6 million adults in Australia experienced cybercrime in 2017. That’s one in four people. It’s a billion-dollar problem that impacts business and individuals – and it’s getting worse. For Stay Smart Online Week 2018, Icon Agency created ‘Reverse the Threat’, a creative PR campaign based around a single, powerful insight: if we are to fight back against the cybercriminals, we need to do it together.

ACSC iPad
ACSC hero gold standard award winner

Stay Smart Online Week

Despite digital devices being a central part of modern-day life, there are enormous gaps in public knowledge when it comes to safe and smart online behaviours. Every October, the Australian Cyber Security Centre (ACSC) promotes Stay Smart Online Week to help support the Federal Government’s national cyber security strategy.

The week provides an opportunity for government to work with industry, small business operators and community groups to raise awareness about the ways people can protect themselves online.

UPDATE: Icon's Stay Smart Online Week campaign has won a coveted 2019 Gold Standard Award for best Media Engagement.

Reverse the Threat - Stay Smart Online Week 2018

Draw attention to cyber security

The Australian Cyber Security Centre (ACSC) appointed Icon Agency to create a PR campaign for Australia’s biggest national annual awareness-raising activity – Stay Smart Online Week 2018.

Our specific task: encourage Australians to take a few simple steps to improve their cyber security and grow the campaign reach from 3.2 million to 10 million without any above-the-line spend. A big challenge – we were up for it.

ACSC Poster

Going black and white for cyber security

For Stay Smart Online Week 2018, Icon launched a new initiative to bring cybercrime out of the shadows and put cyber security in the national spotlight: Reverse the Threat.

This saw many of Australia’s biggest corporate and government agencies join together in a symbolic show of solidarity to ‘Reverse the Threat’ of cybercrime by revering their colours across websites and social channels, to black and white for the week.

Brands including ANZ, Westpac, NAB, Netflix, Australia Post, Facebook and Google, who hosted events and shared a range of creative content designed to encourage the public to take practical steps to protect themselves online. An extensive PR plan was executed across TV, radio and events to spread the campaign messages across Australia. Highlights include a campaign launch on Channel 9’s Today Show and national radio coverage.

Stay Smart Online Week 2018 was the campaign’s biggest year ever, with the social media reach surpassing 65m and media coverage reaching 15m.

The campaign included:

  • Communications and pr strategy

  • Social media strategy

  • Creative ideation

  • Campaign production

  • Content production

  • Influencer engagement

  • Media relations

  • Cald communications and pr

  • Reporting, monitoring and evaluation

ACSC Screens

View all work

Next up
ILL-background
ILL midground
ILL-foreground
Creative2020-10-19T03:27:37.000Z

Helping reduce Victoria's food waste

background
midground
foreground
Communications2020-10-26T05:20:20.000Z

Reducing the number of unregistered firearms in Australia

Discover what’s
possible. Let’s talk.

Get in touch

Melbourne

Unit 1, 132 Gwynne Street
Cremorne VIC 3121 Australia

Phone 03 9642 4107

melbourne@iconagency.com.au

Canberra

Suite 4, 32 Thesiger Court
Deakin ACT 2600 Australia

Phone 0402 569 666

canberra@iconagency.com.au

Sydney

Suite 1, Level 11, Tower 1
495 Victoria Avenue
Chatswood NSW 2067 Australia

Mobile 0412 517 795

sydney@iconagency.com.au

  • LinkedIn
  • Facebook
  • Instagram
  • Subscribe to our e-newsletter

We acknowledge the Traditional Owners of the land on which our offices are situated. Melbourne – the Bunurong Boon Wurrung and Wurundjeri Woi Wurrung peoples of the Eastern Kulin Nation. Sydney – Gadigal of the Eora Nation. Canberra – the Boon Wurrung people of the Kulin nations. We pay our respects to their Elders, past and present.

Copyright © 2021 Icon Agency (ABN 12 103 086 451). Privacy statement

Home
  • Home
  • Work
  • About
  • News
  • Contact
  • Services
  • Digital
  • Creative
  • Communications
  • Reputation