The Australian Government has released a new campaign via BMF, titled ‘Beat Cybercrime in Your Downtime’, which is aimed at raising awareness on the importance of cyber security.
According to the Federal Government, cybercrime costs an estimated $29 billion per year to the Australian economy, with over 2.8 million Australians falling victim to a scam in 2019.
In one of the 30 second spots, a young woman is shown to be able to secure her online accounts from cyberattacks all while doing a facemask on her bed.
BMF head of account management Richard Woods said: “We often assume cyber crime is just about protecting what’s in our bank accounts, but it’s about protecting something far more precious – our identity and personal information.”
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A Department of Home Affairs spokesperson added: “We want Australians to rethink the importance of cybersecurity and rethink how valuable their personal information and identity can be to online criminals. It’s up to each and everyone of us to protect ourselves, our data and our identity. With the Government’s free online tools at cyber.gov.au, learning how to protect yourself is more accessible than ever.”
The campaign targets the wider Australian public, CALD (Culturally and linguistically diverse) people and Indigenous Australians.
The campaign is being rolled out nationally and will be on TV, social and digital.
BMF also produced the government’s vaccination campaigns that were released in October, September and July.
Credits:
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Tom Hoskins
Senior Designer: Iva Madderom
Chief Strategy Officer: Christina Aventi
Planning Director: Rachel White
Chief Executive Officer: Stephen McArdle
Head Of Account Management: Richard Woods
Senior Account Manager: Claire Emery
Project Manager: Rosie Weathered
Head of TV: Jenny Lee-Archer
Agency Producer: Claire Seffrin and Wendy Gillies
Director: The Glue Society’s Paul Bruty
Production Company: Revolver
Executive Producer: Michael Ritchie, Pip Smart and Jasmin Helliar
Producer: Nicole Crozier
Post Production: Fin Design
Editor: Luke Crethar @ The Glue Society
Sound Production: Rumble
DOP: Jay Torta
Integrated Producer: Holly Whitely
Digital Designer and Finished Artist: Holly Jones and Stacey Harrad Chantler
Retouching: Rhiannon Jansma
Creative Services Director: Clare Yardley
Client: The Department of Home Affairs
Media: UM