Aus Gov releases cyber safety campaign as 2.8m Aussies fall prey to cybercrime each year

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.”

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, 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.


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


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