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Facebook launches “Privacy is Personal” campaign across the UK

Alyssa Clementi

Facebook and digital marketing agency Possible have teamed up to launch the “Privacy is Personal” campaign, which aims to motivate Brits to take advantage of their social media privacy settings. Over the next 10 weeks, the campaign will be spread across the UK, with ads on Facebook, Instagram, video-on-demand, out-of-home, cinema, print and audio.

According to a recent survey conducted by YouGov, almost 9m UK citizens still don’t know how to customize their privacy settings on social media. The “Privacy is Personal” campaign centers around each user’s individual wants and needs when it comes to Facebook privacy, including who can see their photos and posts.

"We often hear that people aren't aware that some of these features exist, or don't know where to find them," explains Aaron Hoffman, UK marketing manager for Facebook. "So, we have a responsibility to get the word out so that people know how to manage their privacy settings."

“There is no better way to reach our users than through our own platforms, so Facebook and Instagram are a central part of the campaign,” said Hoffman. “A mix of Stories and short videos will help communicate our overall campaign message, and we’ll also share information about more specific features with direct links for people to update their settings directly from the ads.”

In addition to running the campaign across a variety of digital and out-of-home channels, Facebook will be hosting a series of “Facebook Cafes” in the UK during August and September. Facebook users can attend to learn how to use their privacy settings and complete a Privacy Checkup. In return, Facebook will cover the price of each coffee.

Simon Law, chief strategy officer, Possible, said, “Privacy is an important topic. It is high on the agenda of every company and most consumers are aware of its importance but not many know how to control and manage what they are putting out there. However, privacy is not a binary issue with ‘on or off’ settings. It’s more nuanced than that, which can cause confusion. We used relatable, easy to understand human situations to communicate how Facebook is putting people in control of their privacy.”

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