CERT NZ unveils campaign ‘EXPOSED: Through the Lens of a Hacker’ via Special Wellington and MBM

Late 2023, Special Wellington in partnership with MBM won CERT NZ through a competitive pitch. The team in the windy capital jumped straight to work by launching the organisation’s first campaign – EXPOSED: Through the Lens of a Hacker.

Special Wellington was onboarded to develop a fresh, new brand strategy and identity (Own Your Online) as well as developing thought-provoking campaigns designed to raise the importance of cyber security amongst New Zealanders.

CERT NZ provides trusted cyber security information and advice to businesses and New Zealanders. CERT NZ also works to support those who are affected by cyber security threats, while also collating a profile of the threat landscape in New Zealand.

During Cyber Smart Week last year, Special, MBM and CERT NZ launched EXPOSED: Through the Lens of a Hacker. A key component of this campaign was a photography exhibition with a twist- with permission from the victims, all the photos were taken through their devices as they went about their daily activities. The free public exhibition of photographs featured real New Zealanders who have been affected by an online incident and want to share their experiences.

EXPOSED showcased larger-than-life portraits of real people who were targeted by attackers. In a haunting display designed to reflect the impact of cyber hacks with the hope to encourage others to protect themselves online, saving them from the same trauma.

Says Jane O’Loughlin, manager of engagement communications and partnerships, CERT NZ: “Special are a great partner for us. The Wellington team have the strategic experience we needed to set CERT NZ’s mission up for long-term success. We want to encourage all New Zealanders to treat online security like the seatbelt in their car: a quick and easy action that can save them so much if something goes wrong.”

Says Bethany Omeri, head of strategy, Special Wellington: “We opened our Wellington office to work with brands who strive to create a better Aotearoa. Cyber security is exactly the kind of problem we’re here to solve — New Zealanders are living an increasingly large part of their lives online. At the same time, attacks are getting more ubiquitous and more sophisticated, and the resulting harm can be significant from financial loss, mental distress.

“We have already seen great success since being onboarded by CERT NZ six months ago. 70% of people who saw the EXPOSED campaign have undertaken a new action to protect themselves online and brand awareness continues to build.”

All the victims’ stories are held on CERT NZ’s new website ownyouronline.govt.nz – a place to help New Zealanders and businesses take actions towards making their online lives more secure.