3M launches outdoor campaign to highlight the dangers of ‘visual hacking’

Escalator panels at some of London's busiest stations are raising awareness of visual hacking.

Technology company 3M has launched an outdoor advertising campaign to raise awareness of the dangers of ‘visual hacking’ among London’s commuters.

3M is the world’s leading producer of visual privacy filters for desktop monitors, laptops, tablets and smartphones to help protect sensitive and private information on screen from visual hackers.

The new campaign, delivered by HPS Group, initially featured a two-week long run of 36 digital escalator panels at Kings Cross and Euston stations, to be followed by further escalator panels, train cards and 4-sheets in early November. The campaign was supported by PPC driving the audience to the landing page on the 3M website.

Georgie Winston-Bray of 3M said: “Visual hacking is a real concern for mobile workers when they’re working out of the office. In a recent survey by the Ponemon Institute, almost 9 out of 10 mobile workers (87%) said they have caught someone looking over their shoulders at their laptops in public places. Furthermore, more than half admitted that they did not take any steps to protect important information while working in public. With the introduction of GDPR in Europe next year, this issue is only going to get bigger.”

Sophie Bingham-Powell of hps said: “The main aim of the campaign is to drive sample requests from businesses. We selected high footfall stations and c-suite, decision maker hubs for the first phase of the campaign, which saw sample requests per week multiply by a factor of five.”

In a recent global experiment, 93% of office-based visual hacking attempts took less than 15 minutes, with 50% of the information visually hacked from people’s screens.

Michael Feeley

Michael Feeley is The Drum Network's consultant journalist, advising and assisting member agencies on their editorial submissions and contributions to The Drum.

All by Michael