SPOT
THE SIGNS.
Making cybersecurity advice easier to recognise, remember and act on. Without making everybody feel like the internet is out to get them.
MAKE THE RISK
RECOGNISABLE.
POLMED needed to help members identify common digital scams and understand what they could do to protect themselves.
The challenge was to make potentially intimidating cybersecurity information useful to everyday people, without drowning them in technical jargon.
KNOWING WHAT TO LOOK FOR. ↗
RECOGNITION
OVER FEAR.
Most scams become easier to avoid when you know their warning signs. Instead of leading with fear, the campaign focused on recognition and simple, practical behaviours.
Spot the Signs became the memorable thread connecting different cybersecurity threats: look closer, recognise the risk and think before you act.
Selected examples from the six-part campaign: phishing awareness and device security.
ONE IDEA.
SIX LESSONS.
A six-part digital education campaign, with each communication focused on a different cybersecurity risk.
Consistent messaging, bite-sized copy and practical advice helped turn complex security information into everyday actions. The creative platform was designed to hold the series together while allowing each topic its own focus.
The aim wasn't to make members cybersecurity experts. It was to help them recognise when something didn't look right.
IDEA TO
EXECUTION.
I developed the campaign concept and creative rationale, shaped the messaging approach across the six-part series, and wrote email and infographic copy.
My role: concept development, creative strategy, copywriting and messaging hierarchy.