Background
Saudi teenagers and youth, who comprise 60% of the population and are the top Internet consumers in Saudi Arabia, were unaware of the dangers of connecting to Public WiFi in locations such as malls or coffeeshops. They were equally unaware that stc, the largest telecom operator in the Kingdom, offered free and secure WiFi at these same locations, protecting them from hackers and lurkers preying on victims connecting to Public WiFi. stc needed to make Saudis, and specifically Saudi youth, aware of the dangers of connecting to Public WiFi, and promote its safe public network.

Idea
We designed eye-catching posters with a dual purpose, serving as both warning signs about the dangers of Public WiFi, and signs welcoming passersby to connect to stc’s WiFi.

After collaborating with a professional architect and AutoCAD artist, our series of three posters showed a blueprint of a public space: cinema, opera house, and amphitheater. In each poster, the seats and stage formed the WiFi signal, with ‘private data’ displayed on stage for everyone to watch (such as ‘1AM chats’, ‘honeymoon pics 2019, and ‘all passwords.docx’), showing how connecting to Public WiFi is like inviting an audience to take a seat, access your personal data, and invade your privacy.
The posters were plastered across Saudi Arabia, specifically in locations that offered Public WiFi and stc’s free secure WiFi, such as malls and other high-traffic spots. At these locations, people noticed the striking visuals and upon closer inspection, the content struck a chord, and they instantly identified that there is free stc WiFi at the public location.
Results
stc successfully raised awareness on its secure WiFi hotspots across the Kingdom and finally gave Saudi teenagers and youth a sense of security even when they were outside. Instead of connecting to public locations and putting themselves and their data at risk, they were able to connect to stc’s free and secure WiFi hotspots.


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