Secure Our World reached 3.0 billion impressions from donated ad placements in the first year.

PSA: Over 2B Impressions

CISA wanted a highly stylized video for their first-ever PSA–something reminiscent of Wes Anderson’s cinematic style–which we delivered. The messaging and calls to action align with other collateral, and we bring the branding of the Secure Our World program into the final call to action. We created the PSA in both English and Spanish, in 60-, 30-, and 15-second versions.

Working with our media buying partner, Mind & Media distributed the PSA via a donated broadcast TV campaign which laid the groundwork for paid television placements. We distributed the PSA to 2,100 television stations, cable channels, and network outlets in all 210 television markets nationwide.

Six months later, we put a creative spin on the original PSA. This time, we were asked to use as inspiration the famous Schoolhouse Rock series of the 1970s, and again, we delivered. We had the father and son from the first PSA enter an imaginary animated world where the son’s new phone taught us how to be safe online through an original song. This was so well received by the client that they requested four additional animations covering each of Secure Our World’s main cybersecurity behaviors.

RADIO PSAs/IN-STORE ADS: Over 800M Impressions Combined

We developed English and Spanish audio spots to air on radio, and in stores.

• Radio PSAs addressed the public audience and included 60-, 30-, and 15- second versions. Radio PSAs were distributed to 8,500+ opt-in stations and networks for possible donated placements and 1,000 NPR affiliates for paid placements. Donated impressions are 640M and paid impressions are 42M.
• In-store ads were 15 seconds long, with a version created addressing each of four behaviors and one general program awareness ad. In-store ads were distributed to drug and grocery stores across all 50 states, with impressions at 148M.

Billboards: 21M Impressions

Digital signage is used to reach commuters along busy business travel corridors nationwide. They are designed to reach adults ages 25-54. Billboards have been deployed at 384 locations nationwide during key business travel times.

WEB ADVERTISING: Over 23M Impressions

We launched a series of digital web ads targeted at the public, Our challenge was to create captivating, eye catching ads that delivered messaging about cybersecurity. We worked to draft energizing ad copy and design custom visuals that really made our ads POP in digital ad space.

SOCIAL MEDIA POSTS: 4.5M Impressions

To seamlessly integrate content on CISA’s existing social media channels, our team designed posts that would feel aligned with the overarching CISA brand while establishing the new program. Our posts were created with each platform’s audience in mind. We also found a balance of “edutainment” posts—social media content that educates the public while also entertaining them using humor, current events, etc.

CISA’s engagement, likes, reach, and following have increased because of our organic social media strategy, with engagement rates above industry standard. One popular post earned the title of the most liked post across all CISA platforms in its history (9.2k likes).