Safe digital behaviour

Challenge

The Danes do not protect themselves from IT-crime. How do you equip citizens and companies to use digital platforms more safely?

Solution

A thorough behavioural analysis pointed towards 18 specific actions and inappropriate mental models, that provoked unsafe digital behaviour.

Result

Given the analysis, the Danish Agency for Digitisation created the behavioural campaign, ‘Vi holder hackerne ude’ (english: We keep hackers away). 85% more Danes had activated their two-step-login with their online accounts after having launched the campaign.
85%

85% more Danes had activated their two-step-login with their online accounts as opposed to prior to the campaign.

Deep dive

Challenge

While Danes become more and more digital, online crime and hacking follows along. But most Danes still don’t take the most basic precautions to prevent IT-crime.

 

As part of the public digitisation strategy between 2017-2020, the Danish Agency for Digitisation and the Danish Business Authority reached out to us in order to map the digital behaviour of the Danes and create the foundations for the annual, national campaign activities going towards 2020. The purpose of these activities was to spread knowledge on digital threats and equip citizens and companies with guidelines to use digital platforms safely.

Solution

We facilitated a comprehensive mapping of the Danes’ digital behaviour through a national survey with 1042 Danes, focused user-testing, as well as a literature review and expert interviews. The survey contained classic knowledge questions combined with associative questions, and showed 90% of the respondents had an unsafe, digital behaviour.

 

A thorough behavioural analysis pointed towards 18 specific actions and inappropriate mental models, that provoked unsafe digital behaviour. From the 18 actions, six were identified as particularly relevant behavioural patterns to address in a national campaign.

Result

Given the analysis, the Danish Agency for Digitisation created the behavioural campaign, ‘Vi holder hackerne ude’ (english: We keep hackers away). On top of this, we developed a course for public workers as well as teaching-material guided towards citizens that was implemented when the project had been finalised.

 

The campaign was concluded successfully. A follow up survey with 1001 respondents showed a 20% increase in reach compared to previous campaigns. Moreover, 76% Danes were positively impressed by the campaign and 64% found that their awareness of the means to avoid digital crime had been increased. For instance, 25% stated that they had made back-up copies of their data after the campaign, while 62% less stated that they had shared critical, public information with their partners.

Want to hear more about the project?

Lasse Emil Frost

Behavioural Analysist / Digital Behaviour & Data Security