USAID
Threats won’t wait — neither should you: how we made cyber hygiene the new normal for Ukrainians
Too lazy to read?
The Ministry of Digital Transformation of Ukraine and USAID launched an educational program to close the knowledge gap around online safety.
But we faced a major challenge: despite real risks, Ukrainians continued to ignore the topic of cyber hygiene — even during wartime.
But we faced a major challenge: despite real risks, Ukrainians continued to ignore the topic of cyber hygiene — even during wartime.
CONTEXT
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 led to cyber hygiene constantly being postponed — until it was too late.
This mindset led to cyber hygiene constantly being postponed — until it was too late.
INSIGHT
Instead of waiting until it's too late, we encouraged Ukrainians to act proactively: complete the cyber hygiene course on Diia.Education and protect themselves from online risks.
IDEA
Our platform idea called for immediate action:
Cyber hygiene — your password to safety.
Cyber hygiene — your password to safety.
The campaign unfolded in two phases.
First — a research phase.
Since cyber hygiene was an unexplored topic, we tested hypotheses with simple videos based on existing content, identifying the most resonant themes.
First — a research phase.
Since cyber hygiene was an unexplored topic, we tested hypotheses with simple videos based on existing content, identifying the most resonant themes.
EXECUTION
Second — a full-scale creative campaign.
We launched bold videos and banners featuring heroes of different ages skillfully countering cyber threats — so convincingly that it resembled real breaking news coverage, complete with hosts’ reactions and livestreams.
We launched bold videos and banners featuring heroes of different ages skillfully countering cyber threats — so convincingly that it resembled real breaking news coverage, complete with hosts’ reactions and livestreams.
This project proved that social campaigns can be both effective and genuinely relatable.
● Over 402,000 Ukrainians enrolled in the cyber hygiene course on Diia.Education.
● Course registration conversion grew by a record-breaking 56%.
● Cost per acquisition dropped by 26%.
● Campaign videos reached over 10 million Ukrainians online.
● Course registration conversion grew by a record-breaking 56%.
● Cost per acquisition dropped by 26%.
● Campaign videos reached over 10 million Ukrainians online.
RESULTS
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