Alert Online

Making cybersecurity as much of an everyday topic as looking after your bicycle, with the Ministry of Justice and Security


The Dutch are at risk. Every single day. They are ignorant about the risks of cyber-attacks and far too optimistic about their own capabilities to prevent them from becoming a victim of cyber-crime.

Despite the good intentions and multiple, isolated campaigns of the Dutch Ministry of Justice and Security, communication efforts simply hadn’t had the desired effect.

The fear-driven and fact-based content didn’t capture the hearts and minds of the target groups. A radically different approach was needed. And that’s where we came in.


We partnered with the Ministry to compose a brand new, up-to-date strategy.

We skilfully engineered a multi-layered campaign, supported by high-profile partners, like Google, Royal Dutch Shell and the National Police.

We managed to create a movement that quickly became widely known as Alert Online.


Our bold approach snowballed our reach by making use of the networks and communications channels of all our partners.

Together with all alliance partners, we rolled out a wide range of activities and events. Everything aimed to engage every single member of our target audience by using a positive tone of voice.

We found relevant influencers, including Dutch celebrity Isabel, finalist in the Voice of Holland, whose smartphone was hacked during the finals, with whom we filmed.

We created a pop-up escape room, visiting business partners, companies and our National Parliament.

We developed highly effective public affairs, resulting in successful collaborations with government bodies and even the minister himself.

We ran tailor-made campaigns and events for lead partners like Schiphol airport, the national telco and one of the largest insurance companies in the country.


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