The National Cyber Security Centre (NCSC) has unveiled its new multichannel campaign, ‘Tough Protection,’ under the Stop! Think Fraud initiative, encouraging individuals and small businesses to adopt 2-Step Verification (2SV) to protect their online accounts.

In partnership with M&C Saatchi UK, the campaign aims to raise awareness about the growing threat of cyber-crime and emphasise the importance of extra security layers.

With fraud against individuals costing an estimated £6.8bn annually, the campaign comes at a critical time.

The NCSC’s campaign uses humour and visually engaging content to show how 2SV can dramatically improve online security.

A 30-second film directed by Freddie Powell and Tiffany Chang at DROOL follows Sophie, a small business owner who encounters a cyber-criminal during her evening commute.

A key visual device in the campaign is the phone toggle, representing the shift from one-step to two-step verification.

The ‘Tough Protection’ campaign marks the first initiative from NCSC under the Stop! Think Fraud umbrella, reflecting a collaborative effort to protect the British public from fraud.

The campaign is being rolled out across BVOD, social media, digital platforms, radio, and influencer channels, with media planning by Wavemaker and media buying by OmniGOV.

Felicity Oswald, Chief Operating Officer of the National Cyber Security Centre, said: “Opportunistic online fraudsters are constantly taking advantage of people and small businesses using digital devices which can have a devastating impact. Thankfully, there are ways to protect yourself and increase your cyber resilience – which is why today we’re launching the Tough Protection initiative, part of the nationwide Stop! Think Fraud campaign, urging everyone to bolster their digital security.

“Enabling Two-Step Verification is one of the most effective ways to prevent criminals from breaking into your accounts and once enabled, works continuously in the background to keep you secure.”

Jo Bacon, Group CEO, M&C Saatchi UK, added: “At M&C Saatchi, we believe in harnessing Cultural Power to tackle some of society’s biggest challenges, and cyber fraud is a pressing issue that affects people across the UK. ‘Tough Protection’ is a brilliant example of how we can take a complex subject and communicate it in a way that is engaging, memorable, and culturally relevant.”

Clare Richardson, Client Partner, M&C Saatchi UK, commented: “Using humour and a memorable visual device, ‘Tough Protection’ shows just how easy switching on 2-Step Verification really is. This campaign takes a vital cybersecurity message and delivers it in a way that will stick with people, ensuring they feel confident and equipped to protect themselves from fraud.”