mBank’s first educational campaign concerning online security has just been launched. Nationwide and multimedia initiative aims at drawing customers’ attention to risky online behaviours and their consequences. That’s because, despite the increasing number of devices connected to the Internet, we are not always aware of how to use it safely.
That’s why mBank, the pioneer of online banking in Poland, launches a social campaign with the motto “If you don't do it in real life, don’t do it online!”. The campaign is addressed to all those who use on-line banking services on their computers and mobile phones. Main goal of the initiative is to make Internet users aware of the possible threats lurking online.
Idea behind the campaign
We show what we tend to do online, and what we wouldn’t normally do in real life. This way we draw attention to the fact that if some safety-related behaviours outside the Internet seem suspicious, then there is no reason to treat them differently online, says Iwona Ryniewicz, the Director of the Communication and Marketing Strategy Department of mBank.
The social campaign – based on TV spots and a special website https://mbank.pl/uwazniwsieci – took off on 16 December 2015. This date was not a coincidence – it is during Christmas and the post-Christmas sales time when many Poles shop online.
Why the idea to use the distinction between “virtual” and “real” in a campaign on online security? – Although these two worlds are easily distinguishable, both may be dangerous. So if we watch out for swindlers in a brick and mortar store or in a bus, we should do the same when receiving e-mails or using online services, says Jarosław Mastalerz, Vicepresident of the Management Board of mBank, Head of Operations and Information Technology. It is worth remembering that the security features designed by security experts will be effective as long as the Internet users are aware of the dangers and remain vigilant, Jarosław Mastalerz points out.
Well informed means aware...
When using the banking services, it is enough to be vigilant and not to act in an automatic way. Everyone should bear in mind simple security rules – that is why for years now mBank has been focused on educating clients. The dedicated website presents the most important rules and tips for individual clients, SMEs and corporate clients. mBank divided the content of the website according to the device used by the client to bank online: computer, telephone or tablet. To make it simpler, the so-called golden security rules have been formulated. On an on-going basis, the service displays warnings through which the bank’s experts explain what cybercrime is about.
We clearly say what should be kept in mind and what not to do. I am convinced that these rules are as important as seatbelts in a car, Jarosław Mastalerz sums up.
A lot going on
The spots are to be seen on Polish nationwide TV and on the Internet. The films have been divided into two categories – computer device security (including smartphones) and protection of sensitive personal data. They are all based on the concept of reflecting risky situations online in real life. Additionally most popular Polish bloggers became ambassadors of the campaign, explaining to their followers what some Internet users do online that they wouldn’t do in real life.
Just before launching the campaign, an anonymous profile @nierobisztego (“youdon’tdoit”) was created on Twitter (https://twitter.com/nierobisztego). The very first message was a picture of a man wearing a raincoat (the same as in the first TV spot), who can be “one of you”. The man - at first turned with his back to the viewer – used the campaign motto making one think “what you wouldn’t do in real life”. Then he asked “...do you do it online?”.
All the videos can be found here:
Ekspert ds. relacji z mediami at mBank