It highlights the benefits of end-to-end encryption and promotes how the platform protects the privacy of people’s messages with industry leading privacy features.
The campaign kicks off with two films that help reinforce the importance of people being able to privately chat, safe in the knowledge no one else can see their messages.
The film ‘Double Date’ captures the intimacy that is created when people can message privately and speak freely. It features a couple on a date who are being dominated by their oblivious matchmakers, but they manage to make a private connection.
‘Dream Job’ displays the progress created through end-to-end encryption and sees an office worker get a private message which holds the key to her new future and a route out of her current job.
Supporting creative sees more of a focus on explaining end-to-end encryption, with content such as ‘flip’ showing how conversations on the platform are scrambled by encryption, so they can’t be read by anyone else - not even WhatsApp.
The campaign launches today in the UK and Germany across online video, digital, (D)OOH, audio, Facebook, and Instagram. It will roll out in France, Mexico, Indonesia, India, and Brazil over the coming months.
“End-to-end encryption protects the privacy of the personal moments we share every day. We believe people have a right to communicate without companies or third parties listening in and we want everyone to know the lengths WhatsApp goes to protect their private messages. The Message Privately campaign expresses our commitment to privacy for our users and what we’re doing to build new ways to protect their messages” said Head of WhatsApp, Will Cathcart.