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CASE STUDY: ICO build awareness amongst students

Provided by Campus Group
Information Commissioner's Office (ICO) make students aware of how valuable their personal information and personal details are.

What was the Challenge / Background of the Campaign?

Information Commissioner's Office (ICO) identified students as a key consumer group due to their high use of technology and regular interaction via social networks & mobile phones. The ICO are aware of the importance of engaging students at this young stage of their life in order to ensure a continued awareness of identity fraud. ICO wanted to create a campaign that helped make students aware of how valuable their personal information and personal details are.

What was the Campaign Objective?

- To make students aware of how valuable their personal information and personal details are. - To alert students to the key risks related to giving out personal information through promotion of the 'Personal Information Toolkit', concentrating on the following: Encouraging students to think before disclosing personal details both on and offline; Promoting students' rights to access the information that people hold about them; Promoting students' rights to reduce sales calls & junk emails.

What was the Solution?

Across 15 universities, Student Brand Managers executed the campaign objectives through PR, promotional distribution, campus partnerships, social networking, and on campus stand activity. Peer to peer marketing to highlight and discuss the ways in which students are particularly at risk of identity fraud by asking them relevant questions about what personal details they disclose to others and how they protect their personal information. SBMs formed partnerships with on-campus banks, student welfare & services offices, accommodation offices and careers offices.

What were the Results?

15 pieces of PR through on campus publications, 52 on-campus partnerships, over 900 Facebook members, 13 discussion groups, 10 videos, 58 wall posts, 21 days of on campus stand activity, data capture from 750 students.

What were the Key Learnings of this Campaign?

In a campaign where students are adverse to a "nanny state" telling them what to do, the ICO campaign cut through and made students want to protect their personal information. It highlighted the dangers of identity fraud and feedback showed they were more reluctant to give out their details both on and offline. Using a platform that spoke with students as opposed to them increased the organisation's reputation, appearing friendly and trustworthy to students.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsStudent market: 16-24 year olds.
16 - 24Both
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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