Case Study

National Cybersecurity Alliance

ISSUES + ADVOCACY
Technology

Driving public education and awareness for online safety, privacy and security.

THE CHALLENGE

The federal government’s Cyberspace Policy Review identified a critical problem: despite growing online threats, Americans lacked the basic knowledge needed to protect themselves online. The White House recognized significant gaps in cybersecurity awareness across all demographics and decided to do something about it.

Previous public awareness campaigns had successfully changed behaviors in other domains—such as the “Smokey Bear” campaign for forest fire prevention and “Click It or Ticket” for seatbelt usage—but nothing comparable existed for cybersecurity education.

The White House called for the creation of a national public awareness campaign focused on cybersecurity. Thus, the National Cybersecurity Alliance (NCSA) engaged with Heart+Mind Strategies to conduct research to inform and test this campaign, ensuring it would effectively reach and resonate with everyday Americans.

OUR STRATEGY

Heart+Mind Strategies conducted comprehensive research over a yearlong program to shape the strategic direction of this initiative, which included:

– Regular member meetings bringing together diverse stakeholders

– Consumer research using our values-based approach
– Targeted focus groups to understand audience needs
– Opinion polling to measure awareness and attitudes
– Collaboration between industry leaders and government agencies

This approach allowed us to identify the core values that drive choice-making across different demographics, ensuring that campaign messaging would resonate on a deeper level than traditional awareness efforts.

IMPACT

Our research revealed a fundamental insight: effective cybersecurity education requires simple, accessible resources and practical tips that empower users to act. This insight led to the “Stop.Think.Connect.” campaign—a clear, actionable framework helping consumers make informed decisions before going online.

The campaign successfully:

– Provided accessible information equipping users to protect themselves online
– Empowered users to take control of their digital safety

– Created a sustainable platform for ongoing education and awareness

The National Cybersecurity Alliance continues to unite commercial enterprises, public agencies, NGOs, and government groups in this crucial mission.

For more information, visit https://staysafeonline.org.