To add creativity to the promotion of Get Safe Online Week, with a brief to target young people, Unity focused on entertainment rather than fear to encourage positive engagement.
Its research found twice as many 18- to 24-year-olds as those aged 55-plus have fallen prey to phishing, but many think it happens only to older people.
To prove young people’s vulnerability – and dispel the myth that online con artists are tech geniuses – Unity trained some 'Nanas' to phish.
Five women were recruited who had all been phished themselves. They were taught the basics, and tried it out on unsuspecting relatives under 35. Within hours, four out of five grandchildren took the bait, and were directed to a web page saying they’d been "Scammer Nana'd".
Creative, shareable content was created from the training sessions, juxtaposing stereotypical 'nana' items, such as doilies, with tech cues redolent of phishing.
The activity received 50 pieces of coverage. There were more than 2,000 visits to the campaign page, with 144,573 impressions on Twitter (engagement was almost 15 per cent). Forty-one per cent of millennials and members of Generation Z surveyed said the campaign made them think about their own online security.
To help raise awareness of Get Safe Online Week 2017, we wanted to bring to life how easy it is to get phished online, in an entertaining way that people would want to share with friends and family. Interestingly, the millennial demographic is the most at risk. Working with Get Safe Online's partners, we trained a group of grandmas to become phishing scammers for one day only, to show the digitally native that they are in fact digitally naïve!