Cyber Security Creative Educational Digital Campaign for SABRIC

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So Interactive's award winning integrated campaign for their client, SABRIC, brought to light the dangers of sharing confidential information with strangers. Heroed by video content pieces that portrayed strangers sharing intimate objects such as toothbrushes, gym towels, underwear and razors, the campaign took social media by surprise and... disgust. The videos were supported by native advertising and social media posts that drove the message of "oversharing" into the distant corners of cyberspace. All interactions were then directed to a microsite where audiences could learn the 5 tell-tale signs of a scam. Playing on the strong reaction to the videos and content, the campaign begged the question of what South Africans are willing to share with strangers and how shocked and "reactive" they should be at the thought of sharing their confidential information with strangers.

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