From the Brief: 

The key objective of the campaign was to change how RMIT staff members think and behave, to better protect them and RMIT against cyber threats. 

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Through our user testing, target audience analysis, and research it was deduced that a lack of awareness and engagement towards cybersecurity has negatively impacted staff cybersecurity behaviours when travelling internationally.

 

Target Audience Analysis:

The brief indicated that the primary audience for the cybersecurity campaign was the staff at RMIT. The staff consisted of people aged 20-65 with varying amounts of cyber knowledge. Therefore, the target audience has been narrowed down to the RMIT staff that travel internationally, focusing on cyber safety whilst travelling. These members of staff would frequently be at airports and hotel rooms and thus use the free public wifi to login to various RMIT cites. Currently, the staff struggle to engage with information about cybersecurity, while they see it, they are not actively being mindful or putting the information into practice.

 

Communication objective: 

Our project aims to focus on the international travel element to cybersecurity. As outlined in the brief a key objective of the communication strategy is to increase awareness of risks to cybersecurity associated with international travel. Ultimately, our campaign is designed to change behaviours of RMIT staff when travelling overseas and deliver an engaging campaign, which promotes discussion of cybersecurity. 

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CORE IDEA:

Create an additional portal on RMIT Canvas to ensure cybersecurity is actively part of staffs preparation prior to departure.  

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This will allow staff who are on the go or travelling overseas to have constant access to the Canvas cyber feature, ensuring that they will be cyber safe through their travels. 

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The key message of this project is the ease and importance of staff keeping their devices safe when travelling internationally. The campaign demonstrates the common dangers of not staying cyber safe when travelling abroad and the need for Staff to actively engage and change their behaviours to keep themselves and RMIT safe. It highlights that staff cyber behaviours can have a negative impact on RMIT as a whole and therefore, it is important for them to participate in and with the proposed new portal on Canvas. This will ensure that they are armed with the facts both locally and internationally, while also providing consistent guidance and gentle reminders that keep staff cyber safe. 

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