Campaigns: Science/Digital - Cyber rises to the security challenge

Campaign: Cyber Security Challenge Ciphers
Client: Cyber Security Challenge UK
PR team: Proof Communications
Timescale: July-September 2010
Budget: £13,000

The Cyber Security Challenge is a programme of national online games and competitions designed to attract new talent to the cyber security profession.

It is backed by the Cabinet Office and a range of large companies.

Objectives

- To secure more than 300 registrations

- To build a community of cyber security hobbyists and professionals

- To encourage funding from the private and public sectors.

Strategy and plan

The PR team worked with the science minister David Willetts to run a series of broadcast and print interviews before the launch. Challenge sponsor PWC built a complex cipher puzzle that was uploaded to the challenge website for anyone with any level of experience to test their skills.

Measurement and evaluation

The campaign was covered on the Today programme, BBC Breakfast, BBC News online, Sky News and in The Guardian, as well as in technology trade publications. The Twitter feed generated more than 500 followers and the Facebook page attracted 700 fans, both within 24 hours.

Results

More than 4,000 people have registered to participate and several large private firms are in talks to sponsor next year's event.

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