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MCAFEE - CYBER SAFETY
Leading security Technology Company McAfee, recognised the need to teach cyber safety to students early in this growing digital age and engaged in a partnership with Australia’s largest non-government provider of health education to children and young people, Life Education. Together, the respective industry leaders developed the first national cyber safety module aimed at middle-primary students – bCyberwise.
To assist placing the issue of cyber safety on the news agenda and gain exposure for the module McAfee turned to Zing. A communications strategy to drive the news agenda and deliver widespread media coverage, particularly in the news and consumer media was developed. The approach focused on unveiling the new module through a national media launch with Prime Minister Julia Gillard, driving education and awareness in the consumer media with a Mummy Blogger event and publishing house showings with Bauer Media and Pacific Magazines, and finally supporting Life Education’s regional visits.
As a result of this hugely successful campaign, McAfee received exposure across all national and regional consumer, mainstream and news media in print, broadcast and online. To date, the campaign has achieved over 300 hits, including Sunrise, Channel 9 News, news.com.au and 2GB. The leading brand is now associated with government policy, driving the news agenda and engaging the concerned consumer on a level beyond sales expectations – achievements that few security technology brands have been able to achieve to-date.
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