National awareness campaign - Think Safety

MSB Swedish Civil Contingencies Agency

A national awareness campaign targeting general users 25-45 years old as well as SMEs.

Activity website:

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Time & Place

01 Oct 2018 00:05 to 30 Oct 2018 23:00
Online Sweden

Target Audience

General users 25-45 years old and SME:s.


The campaign highlights the importance of protecting one's information, regardless if you are a private person or a business entity. 

The campaign is a collaboration between the Swedish Civil Contingencies Agency (MSB), the Swedish Police,* as well as several partners both within the public- and private sector. 

Multiple communication channels are used in order to reach our audiences.

In order to capture people’s attention, we have created two video clips that are at the centre of the campaign. The video clips uses a sense of humour to illustrate how some people are careless with their personal information on the Internet, compared to how they would act in real life. The video clips are available with English subtitles:

  • Roger

  • Siri

The campaign's website includes recommendations on how to protect one’s passwords, payment cards as well as specific information tailored to small and medium-sized businesses. The information is in Swedish. is a website which collects information from several different authorities, among them the Swedish Companies Registration Office, the Swedish Tax Agency, the Swedish Agency for Economic and Regional Growth.

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