National Cybersecurity Awareness Campaign 11

 National Cybersecurity Awareness Campaign Challenge ◦ 80 submissions, seven winners in six categories ◦ Winners announced at White House event on July 14  NCSA/APWG Messaging Convention ◦ DHS participated in the National Cyber Security Alliance (NCSA) and the Anti-Phishing Working Group (APWG) Messaging Convention along with a broad coalition of private sector, public sector and non-profit partners to create a comprehensive message to be used by all members of the convention ◦ Stop. Think. Connect. was resulting message 2 Campaign Background

Stop. Think. Connect. 3

4 Goals of the Campaign:  Elevate the nation’s awareness of cybersecurity and its association with the security of our nation and safety of our personal lives  Engage the American public and the private sector as well as state and local governments in our nation’s effort to improve cybersecurity  Generate and communicate approaches and strategies for the public to help keep themselves, their families and their communities safer online

5 Communications Objectives:  Increase and reinforce awareness of cybersecurity, including the risks and threats associated and provide solutions for increased cybersecurity among the public  Increase the percentage of target audience who understand their risks of cyber threats and what they can do to protect themselves  Increase the number of national stakeholders and community based organizations engaged in educating the public about cybersecurity and what they can do to protect themselves

6 Communications Objectives:  Position DHS as a leading resource for the American public by providing credible consumer friendly information about cybersecurity, the risks, and solutions for increasing online security and safety  Begin to shift the perception of cybersecurity among the American public from avoidance of the unknown to acknowledgement of shared responsibility

7  Year One Target Audience is Teens (13-17) and Young Adults (18-24)  With the rapid pace of technology, young people today know more about the Internet than many adults do  Americans aged grew up with the technological revolution and use the Internet to do everything from communicate to manage finances*  93% of teenagers are online*  As the largest block of Internet users, young people’s participation in Stop. Think. Connect. would undoubtedly help improve cybersecurity in America * Kaiser Family Foundation, Generation M2: Media in the Lives of 8 to 18 Year-Olds

8 “Friends” implement a variety of activities including literature distribution, hosting events, and identifying local media opportunities “Friends of the Campaign” Program This program issues a challenge to the American people to produce a creative, age-appropriate online public service announcement communicating the Stop. Think. Connect campaign’s message and key cyber tips Online PSA Challenge Coalition members will be engaged in the process of the campaign through channels, including the newsletter, alerts, teleconferences and meetings Cyber Awareness Coalition Forums will be hosted in collaboration with National Centers of Academic Excellence They will bring together many different stakeholders, including students, parents, private sector, and federal agencies Cyber Citizen Forums

9  “Friends of the Campaign” Program  Over 2,122 Americans have signed up to become a “Friend”  The Stop. Think. Connect. website has received over 10,000 hits since its launch  Cyber Awareness Coalition  As of December 1, the Department of Education, the Department of Justice, InfraGard and the National Security Agency have all joined the Coalition  Stop Think. Connect. expects to reach its goal of registering all federal agencies as Coalition members by the end of the calendar year

10  Campaign Forums and Newsletter  The Campaign has held its first two forums at Carnegie Mellon University and Penn State University  Over 150 students attended the Campaign forum at Penn State  The monthly Campaign newsletter has begun with the Oct and Nov issues sent highlighting the launch of the Campaign and the PSA Challenge

11  PSA Challenge  The Challenge launched on November 8 at Carnegie Mellon University  The Campaign helped launch a DHS YouTube sub channel, which now features the Challenge introductory video featuring Howard Schmidt, White House Cybersecurity Coordinator

12  Campaign Roundtables  The Campaign has held a series of roundtables, including Austin, TX ; Palo Alto, CA; Hartford, CT; and Boston, MA  Additional roundtables are scheduled to take place in Washington, North Carolina and other states  Other Accomplishments  Through our work with NCSA, Stop. Think. Connect. has partnered with private sector companies such as Facebook, EMC, RSA, ESET, Costco and AT&T  With the help of these private sector partners, the Stop. Think. Connect. message has been spread to millions of Americans

13  Sign up to become a “Friend of the Campaign” at  Talk to your friends and family about online privacy and safety  Host your own Stop. Think. Connect. event and help spread the word about the Campaign  Participate in the PSA Challenge How YOU Can Help

Do your part to help make America more secure Visit for more information on the Stop. Think. Connect. Campaign and to access free downloadable tools and resources 14