USAID

Threats won't wait — neither should you: how we made cyber hygiene the new normal for Ukrainians

USAID x Дія

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Context

The Ministry of Digital Transformation of Ukraine and USAID launched an educational program to close the knowledge gap around online safety. But despite real risks, Ukrainians kept ignoring the topic of cyber hygiene — even during wartime.

Insight

Many people still believed cyber threats were something distant and irrelevant: "Who would target me?", "Online is not real life", "I know everything about the internet." This mindset pushed cyber hygiene further and further down the list.

Idea

Instead of waiting until it is too late, we encouraged Ukrainians to act proactively: complete the cyber hygiene course on Diia.Education and protect themselves from online risks.

Cyber hygiene — your password to safety.

Execution

The campaign unfolded in two phases. First came a research phase: because cyber hygiene remained an underexplored topic, we tested hypotheses with simple videos based on existing content to identify the themes that resonated most.

The second phase scaled into a full creative campaign: bold videos and banners featuring heroes of different ages confidently countering cyber threats. Their behavior felt so assured that the work resembled live breaking news, complete with hosts' reactions and livestreams.

Results

This project proved that social campaigns can be both effective and genuinely relatable.

402K+

Ukrainians enrolled in the cyber hygiene course

56%

growth in course registration conversion

-26%

drop in cost per acquisition

10M+

online reach of the campaign videos

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