Unwanted Christmas Card Cyber Security Campaign | Clapboard

The Unwanted Christmas Card

Description

In December 2022, the Dutch Ministry of Economic Affairs and Climate Policy, in collaboration with TBWA\NEBOKO, launched an impactful experiential and integrated media campaign in the Netherlands called The Unwanted Christmas Card. This public interest initiative aimed to enhance awareness about the critical importance of regularly updating smart devices, given that 91% of Dutch households own one or more connected devices such as Smart TVs or thermostats, yet only half maintain regular updates. The campaign uniquely employed an ethical hacker who, with prior consent from participating households, attempted to breach their networks through seemingly secure smart devices. Each successful intrusion triggered the delivery of the Unwanted Christmas Card—an unexpected and unwelcome holiday greeting containing practical cybersecurity tips designed to educate recipients on vulnerabilities and encourage prompt software updates. By reframing the idea of a festive card into a surprising and sobering message delivered directly by a hacker, the campaign created a powerful experiential touchpoint that made cybersecurity tangible and urgent for Dutch citizens. This innovative approach leveraged a single media asset to engage the public emotionally and intellectually, fostering a proactive mindset toward updates as a simple yet essential defense against cyber threats. The Unwanted Christmas Card not only highlighted the risks associated with neglecting device maintenance but also reinforced the government's commitment to protecting citizens in an increasingly connected world, transforming a seasonal tradition into a memorable call to action around digital safety.

Credits

Client

Dutch Ministry of Economic Affairs and Climate Policy

Agency

TBWA\NEBOKO

Production House

Bleck media

Crew

Dirk-Jan Bartels, Eurofins Digital Testing & Cyber Security

Research

Climmy Canton

Website

ECP

Pr

HvdM Public Relations

Media

Initiative Media

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