We were appointed by the NCA (National Crime Agency) to develop an integrated campaign with a highly targeted audience.
Our objective was to educate 10–16-year-olds, who actively game online, about the Computer Misuse Act (CMA)1990 and the consequences associated with violating it. This involves forms of crime that has low awareness and high risk factors as participants don’t realise what they’re doing is wrong or has consequences. We undertook deep research into gaming culture and language to support our campaign development which including building our own understanding of behaviours including ‘scripting’.
Our behaviour team developed strategic creative, media strategy and buying alongside an innovative social media campaign involving influencers.
Our experience in due diligence for government campaigns supported our approach to working with gaming influencers. With a limited budget and a hard to reach audience, intelligent targeting allowed us to drive significant impact with +2000% increase MoM in visitors to Cyber Choices website and independent research indicating significant shift in awareness.
