CERT NZ, the New Zealand Government’s cybersecurity agency, aimed to confront the rising issue of cyber scams through a powerful campaign for Cyber Smart Week 2023. Recognising that cybercrime impacts are often unseen and unreported, CERT sought to bring the human impact into sharp focus, as scams are increasingly affecting New Zealanders and Kiwi businesses.

We helped CERT launch “Exposed: A photography exhibition through the lens of a hacker,” a unique exhibition featuring ten real cyber-attack victims. The participants allowed CERT to photograph them through their devices, simulating the invasive perspective of hackers.

The campaign resonated widely, generating unprecedented media attention with over $326,000 in earned media coverage. It garnered prime placements across New Zealand’s national news channels and publications, reaching 15% of the population - more than double the awareness from prior campaigns. This visibility helped establish CERT's “Own Your Online” initiative as a trusted source for cybersecurity guidance, with 71% of viewers affirming trust in its advice.

Following ‘Exposed,’ the majority (70%) of viewers took steps to secure their online presence, and those recognising the need for personal responsibility in cyber safety rose by 19%. Exposed shed light on the personal turmoil of cybercrime and empowered New Zealanders to take control of their online safety, creating a lasting impact in the fight against cyber threats.