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Improving Public Cybersecurity Behaviors

Client: Cybersecurity and Infrastructure Security Agency (CISA)

Mind & Media worked with the Department of Homeland Security’s Cybersecurity and Infrastructure Security Agency (CISA) to develop a nationwide outreach program that would spur Americans to change their cybersecurity behaviors.  

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Public Outreach Campaign Development

Brand Design

Web Design

Audio and Video Production

Communication Strategy

Developing the Secure Our World program required sophisticated planning to ensure that the program included adequate reach, creative branding, clear and persuasive messaging, and simple calls to action. In addition, the program needed well-defined metrics to measure not only awareness and engagement, but more importantly, behavioral results.  

With Mind & Media’s support, the program launched to great success, with the collateral on track to get hundreds of millions of impressions. 

While working with CISA, Mind & Media created a successful strategy, developed a memorable brand, and produced vivid, brand-aligned collateral.

Mind & Media:

  • Participated in listening sessions with CISA’s leadership to hear their vision for success. 
  • Conducted an existing communications evaluation to determine areas for improvement. 
  • Conducted a stakeholder analysis and segmented the public for targeted outreach. 
  • Developed marketing personas for focusing program collateral and media buys. 
  • Created a metrics plan identifying key performance indicators and plans for analyzing baseline data and behavior change over time. 
  • Produced a launch plan that defined success, laid out a schedule and activities to roll out the program, and defined a media buying plan. 

Mind & Media:

  • Developed a brand concept and brand identity statement to guide development of the brand.  
  • Researched and brainstormed program names that would be appealing and align with the brand. 
  • Created a look and feel that would align with the brand, while being flexible, memorable, and inviting.  
  • Supported the program launch event and produced branded items. 
  • Produced a style guide to offer developers of sub-campaigns guidance for future collateral.  

Mind & Media:

  • Conceptualized and produced a series of beautifully shot video public service announcements (PSAs) 
  • Wrote and produced PSAs and audio and digital ads for media buyer placement nationwide.  
  • Planned and produced a social media campaign. 
  • Wrote and designed a series of tip sheets with simple, clear steps to improve cybersecurity habits. 
  • Developed a series of web pages for the CISA.gov site to house program information. 
  • Produced a series of short animations teaching key cybersecurity behaviors. 

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