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=== | ==Encryption Campaign: beat 1== | ||
As the initial beat to kickstart the campaign this video has to optimistic and hopeful. It has to pull encryption out of murky and dark abstraction and make it and accessible and engaging for as many as people as possible. It’s not about the getting stuck on the details, but instead the positive role encryption plays in our day to day lives, and how it underpins our personal privacy in the digital age. | |||
To do this we’re going to bring it back to people’s everyday experiences. Following a single character through scenes that are funny, relatable and drive the point home, we’ll show that our secrets and privacy shouldn’t be approached with fear, but celebrated for what they are… some of the very things that make us human. | |||
==Overall Campaign Objective== | |||
Reset conversation around “encryption”. When our advocates hear governments suggest a “ban” on encryption, they think “that’s stupid.” This includes plans to: | |||
* Deliver a staged rollout of 5 key deliverables, or ‘beats’
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* Engage email list of 2m+ users
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* De-mystify encryption and make it a “thing worth caring about”
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* Turn email list subscribers into advocates ready to mobilize
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* AB Test copy and create approaches for future campaigns | |||
==Purpose== | |||
* List building/getting people to sign up to the campaign. | |||
* Prompt sharing of the campaign. | |||
* De-mystify and de-stigmatise encryption. | |||
==Audience== | |||
* Ages: 25-55+
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* Location: US, CA, UK, DE, BR
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* Students, professionals and retirees
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* Active web, email and social media users
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* Generally concerned about their own privacy online and willing to take
measures to protect it
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* Well versed in Snowden’s story and view him as hero vs. a villain
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* Aware of encryption as a hot topic but have limited understanding of
how it actually works
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* Wary of government overreach, particularly with regards to privacy and
surveillance issues
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* Willing to speak out and advocate for social issues
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==Tone== | |||
* What do we want them to think? 'Encryption isn't actually scary! I finally get the sense of why it might be important, and should make sure to find out more'. | |||
* What do we want them to feel? Surprised. ('Aha' moments). Entertained. Excited. Positive overall. | |||
* What do we want them to do? Sign up for future campaign beats. Share video or other assets with friends on social. (More detailed CTAs to follow later in the campaign). | |||
==Logistics== | |||
* Deliverables: 1 video roughly 1–1:30 in length for core content. (Titles/CTAs could push beyond). | |||
* Deadline: final piece due by 27th Jan. There will be ongoing check-ins throughout, as required within scope. | |||
* Final Presentation Format: online, whether on a microsite on uploaded to social channels directly. | |||