Reverse the Threat
Australian Cyber Security Centre
We rallied Australia’s biggest brands and government agencies for an unprecedented act of visual solidarity to disrupt the everyday phone scroll and sound the alarm on the billion-dollar cybercrime crisis.
Reverse the Threat was more than a PR campaign, it was a call to arms. Built on one core truth:
If we’re serious about building a
cyber-safe culture…
…we can’t fight cybercrime alone.
We have to do it together
Timed with Stay Smart Online Week, we mobilised brands to invert their logos and shift their brand colours to stark black and white.
Flip the colour schemes of their apps and landing pages.
Reverse content across social channels or post tailored creative that turned the message on its head.
Iconic brands like ANZ, Westpac, NAB, Netflix, Australia Post, Facebook, and Google stepped up—hosting events, sharing content, and sparking a nationwide conversation. Click to read:
To match the boldness of the activation, we created striking campaign messaging and collateral that drove engagement and inspired people to take simple, actionable steps like setting stronger passwords to reverse their vulnerability to cybercrime.
Results
SSO Week 2018, was the campaigns biggest year, with social media reach surpassing 65m and media coverage reaching 15m impressions.
Awards
Mumbrella Awards Gold Best Use of Media
PAA Gold Standard Awards Gold - Media Engagement
PRIA Golden Target Awards Finalist Gov Campaign
PRIA Golden Target Awards Highly Commended Integrated Communication Campaign
Collaborators
Creative partner Rod Clausen
Creative partner Ed Bechervaise
Hype Film Visible Films
