Project
overview
MOE - No to Cyber Nasties.
Our Task
The Ministry of Education (MOE) set out to raise awareness about the importance of cybersecurity across a wide range of educational spaces—ranging from schools and early childhood education centers (ECEs) to tertiary institutions. The primary objective was to engage schools and kura (Māori language schools) to deepen their understanding of cybersecurity risks and the consequences of neglecting proper online safety practices. The goal was to empower these learning environments with the knowledge and tools necessary to implement effective cybersecurity measures that would safeguard their communities.
Our Solution
The solution needed to be practical, cost-effective, and easily adaptable for schools to embrace and implement. The MOE Cyber Nasty campaign had to be simple yet engaging, ensuring that schools, regardless of size or budget, could buy into the concept. The creative needed to be approachable and visually compelling while resonating with students, educators, and school administrators alike. Additionally, it had to be a conversation starter—something that would spark discussions and encourage schools to display the creative materials prominently in common spaces.
A key part of the design challenge was ensuring that the campaign’s format could be adapted to multiple mediums and environments, from printed posters to digital platforms, without losing impact. The design elements were crafted to be easily reproduced, ensuring a cost-effective implementation in schools nationwide. The visuals, centered around the engaging and humorous portrayal of "cyber nasties," were not just informative but also sparked curiosity, making the topic of cybersecurity feel approachable and relevant to all age groups.
Campaign Approach
To balance the serious nature of the message with the need for accessibility, the campaign adopted a tone that was friendly and engaging. While the topic of cybersecurity is undoubtedly serious, we aimed to present it in a way that was more lighthearted and digestible. By avoiding a traditional, corporate approach, we incorporated humor, illustrations, and approachable design elements to ensure the message was engaging, memorable, and not overwhelming.
Due to time and budget constraints, the campaign focused on creative design solutions, leveraging illustrations over photography or video content. This allowed for a more flexible, scalable approach that could be easily adapted for different formats while still maintaining visual appeal and delivering the core message effectively.
Company: Capiche Design
Client: Ministry of Education
Position: Creative Lead
Project: Advertising awareness campaign
Role: Creative strategy, concept development, illustration, art direction of the campaign
