In the Netherlands, a staggering 91% of households are at risk of being hacked because they don’t regularly update their smart devices, such as TVs and thermostats. Despite the popularity of these devices, only half of users consistently perform updates. To address this pressing issue, the Ministry of Economic Affairs and Climate Policy teamed up with DOT (D&B, Open Now, and TBWA\NEBOKO) to launch the campaign “Prevent a Hack, Do the Update-Check.” The goal? To educate consumers about the risks of outdated device security and empower them to take action.
The campaign drives home its message by using an ethical hacker to show just how easy it is to infiltrate home networks when devices aren’t updated. In a striking demonstration, the hacker prints a Christmas card on unsuspecting families’ printers, turning a lighthearted gesture into a stark warning. Consumers are then directed to the Update-Check website (doejeupdates.nl), where they can access simple, step-by-step instructions to secure their devices and protect their households from cyber threats.
Bleck supported the campaign by producing compelling PR content to amplify its reach and impact. The campaign was rolled out through a mix of PR efforts, radio, online video, display ads, and advertorials, ensuring it reached a broad audience. By encouraging people to update their smart devices, the campaign is helping to reduce hacking risks and create a safer digital environment for all.
CREDIT
Client: Ministerie van Economische Zaken & Klimaat
Bureau: DOT (D&B, Open Now en TBWA\NEBOKO)
Production PR content: Bleck Media
Ethical hacker: Eurofins Digital Testing & Cyber Security
Research: Climmy Canton
Editorials website: ECP
PR: HvdM Public Relations
Media: Initiative Media
