california state university, long beach
division of information technology
industry: higher education | tech
services
public relations
campaign strategy
internal communications
challenge
653 accounts were compromised during the Spring 2025 semester and 55% of students at Long Beach State University did not have the Microsoft Authenticator App. DoIT needed a campaign to garner attention for the CSULB students, staff, and professors to prioritize cybersecurity and utilize the app.
strategy
Created the “Hackers Don’t Scurr Me” campaign for Cybersecurity Awareness Month (CAM) designed to educate, engage, and equip the CSULB community.
The campaign focused on three key messages:
Hackers were not meant to be feared if equipped properly with the right tools and vigilance.
Cybersecurity is everyone’s responsibility.
Protecting your account is easier than you think.
Strategic approaches were:
Increase student engagement through interactive events and social media challenges.
Provide concise and user-friendly cybersecurity education through digital and physical resources.
Incentivized storytelling to encourage long-term behavioral cybersecurity habits.
result
Secured partnerships and planned events during CAM to engage students.
Relaunched a new email newsletter called “Tech @ The Beach” and a landing page called “Phishing @ The Beach”.
@csulbdoit Instagram page increased by 120%.
created brand kit for DOIT and mascot, Qwerty the otter.
