Icp assignment 2 a_group 11_project plan

COMM2324 Assessment 2 Part A | Project Plan | Page 1
COMM2324 Interdisciplinary CommunicationProject
Project Plan
Team Name:MV
Project:Cybersecurity
Tutorial: Wednesday, 2:30 pm
Contents
1. Purpose 2
2. Aim 2
3. Context 2
4. Audience 4
5. Message 4
6. Objectives 4
7. Stakeholders 5
8. Challenges & Constraints 5
9. Point of Difference 7
10. Project Form 7
Appendix A: Production Plan 10
Appendix B: Project Ideation 10
11. References:
14

1. Purpose:
The purpose of our marketing schemes is to raise a greater awareness on the dangers of
cyber breaches around campus and inform students of their individual responsibility and
input in maintaining the cyber safety of the university. We are doing this because
knowledge on cybersecurity is an important factor in keeping the personal information of
both the university and students safe from hackers.
2. Aim:
Our aim is to raise enough awareness and help students understand the dangers of cyber
breaches and their vulnerability to it. We want students to be accountable in being cyber
aware at RMIT and outside of university and be responsible in keeping the university safe
from cyber breaches. We want them to respond to cyber threats, such as scams,
immediately and report any suspicious activity to the university. Therefore, we want to find
more interactive and interesting ways to reach out to students in order for them to take
cybersecurity seriously.
3. Context:
University networks are the source of important intellectual property data as well as
student personal information and sensitive business or political documents. Hence,
cybersecurity practice plays a central role in daily university management. Recently, it is in
the spotlight after Australian National University was reported to be the target of a serious
cyber attack. According to McMurdie C “Universities are a top target for cybercriminals” and
yet this issue has not been solved thoroughly. Overall, cybersecurity breaches have almost
doubled in the last five years – and the financial impact of these breaches is expected to
exceed A$10.1 trillion over the next five years (WEF Global Risk Report 2018). Since
cybersecurity is a socio-technical problem, it calls for all participants not only the technology
department (Astin G 2018). According to the data from RMIT’s Office of the Chief
Information Security Officer (CISO), even though RMIT has not yet been impacted by a
major cyber attack, the university is exposed to great cyber-threats on a daily basis due to
very big number of users accessing the RMIT network and about 500 000 emails are
managed via the servers everyday.
We conducted a survey to examine the level of cyber-awareness within city campus as well
as their reaction to the previous campaign of CISO. This survey reveals many noticeable
understandings of student cyber habits and their attitude towards this subject. Most of the
students heard about this term and all of them aware of its importance. They also think that
they are vulnerable to hacking in the future. However, 94,1% of responses showed that
students tend to give personal information when asked on the internet such as their email
accounts or birthday though all of them never pay attention to spam emails. The number of
students having tendency to give their details to a stranger is dominant over the rest. From
the survey, their habit of setting their password is also addressed. There is a big number of
students using the same password and their personal information for every account even
though most of them try to make their password complex. We also combine the survey

result from CISO which indicates that students primary use non-RMIT issued devices to
access RMIT networks which are harder to regulate using technology. This survey result also
shows that about half of university software online downloaded by students is from non-
trusted stores. Besides, only two in three students have security software on their mobile
phones and laptops. However, 22% of them avoid updating their mobile device regularly.
The research from CISO also pointed out in 2017, around 41% of students did not have their
devices scanned before opening documents, due to perceived time constraints or deeming
this step unnecessary. Noticeably, a third of students store passwords on their computer or
write them down, with around the same number admitting to using the same password for
work and personal accounts. The survey also indicated a negative result for student reaction
to previous campaigns of CISO. To conclude from both surveys, RMIT students are well
informed of this issue but the level of security awareness within the student body is still low.
They do not fully understand the potential risks behind their common internet practices and
tend to ignore the cybersecurity messages since they think it is boring and too common.
For this phase of the campaign, the first challenge to be faced is the wide area of RMIT city
campus. In addition to that, the campus is fragmented in terms of location and the
community is not closed so it is hard to capture students’ attention at once. Moreover, this
disperse and diverse audience spends less time on campus than previous student
generations, and are bombarded with internal and external messages every day so that they
tend to ignore any traditional ads on their way. As such, it intrigues us to create a campaign
that is original and get to the target audience’s top of mind in the most natural, fastest and
unexpected way. The second obstacle that we encountered is the limited budget from our
client. Taking an awareness campaign to the next level on a zero budget requires us to
exploit every useable channel and simplify the project idea to maximize the capacity we
have.
In addition to its expansive digital footprint, RMIT University is embarking on a digital
transformation journey to improve the experience, effectiveness, and quality of its teaching
and learning for students and staff. Cybersecurity is crucial to the enablement of this event
and the secure transformation will become increasingly more important as the university
increases its digital presence and student base. From the finding, most of RMIT’s cyber
breaches come from inadvertent data breaches, carelessness and insider attacks. Hence, it
is important to encourage a cyber-aware culture to reduce and manage these risks as well
as prepare for external threats. There are many successful cybersecurity campaigns around
the globe such as Cyber Security November 2017 Awareness campaign from UK parliament
(UK parliament 2017), UTSA Capital Campaign: Cybersecurity Initiatives from The University
of Texas (The University of Texas 2015), Cyber Security Awareness Campaign from Eastern
Michigan University (Eastern Michigan University 2013)

4. Audience:
The project will run in Australia, Vietnam and Barcelona but for the first phase of this
project, we are targeting students and staff members in the Melbourne campuses to
determine the effectiveness of the project.
Demographic:
● Age: 18 - 30
● Gender: All types of genders
● RMIT students.
Geographic:
● Currently study in RMIT Melbourne Campuses.
Psychographic:
● They’re aware of the risks of having data stored online, and know that they’re
vulnerable, but have enough trust that nothing terrible will happen to them. (Alton
2017)
● They still concern about having other people looking or be able to access their
personal information, however, when it comes to a sale, exclusive coupon, they tend
to give their information (personal details, credit card details) easily. (Malcolm
2013).
Behaviour:
● They unknowingly save passwords on computers and re-use the same passwords
which makes them more vulnerable to being hacked.
● They may also unknowingly give out personal information to scams.
● They tend use a lot of technology and social media platforms, thus they may be
oblivious to threats that some platforms may possess.
5. Message:
Our campaign seeks to instil and confront students with the fear of being hacked through a
shocking and frightening approach. Instead of relying on students to find information
themselves, our campaign will interact with students in a way that is more memorable.
6. Objectives:
This campaign will be launched in semester 1 2019, from week 2 to week 12.
- Producing 1 to 2 ambient ad and launch it from week 2 to week 12 in city campus to
gain attention about our campaign.
- Producing a 30-60-second video and run it on social media and screens around
Melbourne’s campuses in semester 1 2019 to raise awareness among RMIT students
about cybersecurity.
- Producing 1 poster/digital poster and run it on social media and screens around
Melbourne’s campuses in semester 1 2019 to engage with RMIT students about
cybersecurity.

7. Stakeholders:
WHO WHY HOW
Office of the Chief
Information Security Officer
RMIT
They are the clients for our
project and we have to
consult with them when
making important decisions.
When they come in for
meetings, we can talk to
them face to face. We can
also arrange appointments
with them either directly
through email or through
Ella.
Students at RMIT They are our target
audience and thus, we need
to involve them and
approach in a way that is
interesting to them.
We can send out surveys
throughout RMIT to get a
variety of opinions. We can
communicate with them
through emails, our ambient
ads and videos
Staff members at RMIT We need to collaborate with
staff members to enable our
project to be effective and
let them know what is going
on.
We can email staff members
with permission of the client
and RMIT. We can
communicate with them
through emails, our ambient
ads and videos
Teaching team We need to discuss and
involve the teaching team in
order to receive feedback
on our project in order to
improve it and acknowledge
that it is going in the right
path.
We would have face-to-face
discussions with the
teaching team or contact
them through email during
after hours.
8. Challenges & Constraints:
Challenges and issues
Challenges Impact on the project Solution plan
Lack of technical skill and
knowledge (for examples:
Some ideas that we came up
with are impossible to carry
Understanding each other’s
strength and weakness.

app/ website coding, IT
skills, etc…)
out. For examples we
intended to have a hacking
experiment for students but
we do not have enough
know-how and time to
conduct.
Simplify our plan or seek
help from other friends.
Time limits We only have a short time to
carry out the campaign. In
the meantime, cybersecurity
is a very different and new
area for us so it takes lots of
time to understand as well as
to do research.
Dividing tasks among the
group, each person will
specialize in a specific area
to help each other
understand about the
terminologies and difficult
knowledge.
Constraints
Constraints Impact on the project Solution plan
Legal/ copyright issues When it comes to
cybersecurity, it’s hard for us
to obtain the legal right to
conduct some ideas for our
campaign such as hacking
mockup.
We have to ensure the
fulfilment of the plan while
complying with
cybersecurity rules.
Students not attending
school regularly at the city
campus
This habit of the millennials
will alter the effectiveness of
the campaign and may result
in false reflection and
statistics.
Never make assumptions
and always back up with
real statistics, surveys and
reliable information
sources.
Cybersecurity resource
limitations
Since cybersecurity involves
private and sensitive
information, we can not get
access to some resources
online.
Try to keep in touch with
our clients and seek for
their help or advice.
Low budget for the
campaign
Some ideas that we came up
with are impossible to carry
out.
Always come up with other
substitute plans that remain
soluble and creative. All the
ideas must be simple yet
original.

9. Point of Difference:
The education and awareness program that RMIT cybersecurity has set up proceeds to
spread awareness through websites, cybersecurity booklets, their social media accounts and
more. However, their ways of communicating has no immediate interaction with students
and relies on students to find the information themselves. For our ideas, we want to
interact with students and lay out the problem in front of them through videos played in
tutorials and appealing ambient ads that instill fear in them so that they will consider the
dangers of cyber breaches. It is unique because our way of approaching students is more
three dimensional and we want them to experience that fear and anxiety of being hacked in
order to take it more seriously.
10. Project Form:
What we are going to produce How we plan to achieve it
1. Ambient Ad
(our ideas are in order of the budget
required from highest to lowest)
Elevator
- There are several options for our
first idea of an ambient ad and it is
to be located in specific elevators in
RMIT.
- The first idea is to replace the
mirrors in the elevator with screens
that will be able to screen a video or
an interactive display that will
attract the attention of people.
- The reason we chose an elevator is
that it is fairly public however during
the short period of time in silence in
the elevator we will be able to
engage them with our message.
- The second idea is to have an
ambient ad on the elevator doors.
As our content and text have yet to
be finalised, it is definite that we will
be incorporating our symbol ‘the
eye’ that represents the threats of
being hacked. We plan for the
opening and closing of the doors to
signify the message of awareness
towards cybersecurity.
Webcam cover

- We will be creating samples of
webcam covers that we plan to
place on the computers around
RMIT. The design of the cover will
be half a solid sticker and the other
half will be ‘the eye’ symbol. The
cover will come with a leaflet that
contains information and resources
as to how we can prevent scams and
hacking.
Bathroom
- The bathroom is an enclosed space
in which an individual would feel as
though they have privacy, this will
represent the level of privacy which
is hard to achieve in the online
world.
- The way we plan to achieve this is to
place posters in strategic areas (eg.
on the back of a cubicle door,
mirror, along with the walls). The
posters will contain ‘the eye’ which
symbolises the eyes watching every
action made online.
2. Video - The content of this video will be
visual and informative of the behind
of the scenes and the real-life
experiences and circumstances of
not protecting your personal details
online. The video will consist of
screen recordings of daily
conversations revealing personal
information, scams that we
encounter and showing students the

consequences of not being cyber
aware.
- We intend for this video to be a fear
factor based, as we want students
and viewers to treat it as a wake-up
call.
- CCTV-liked footage will be made, to
signify ‘always being watched’. This
ties in with our symbol ‘the eye’ to
visually give the impression that
there is always someone watching.
- a back to back scene of two people
on their computer, complete
strangers doing their respective
things, however unaware that one
of them is a hacker.
3. Poster - The poster will be visual appealing
with simple and original copy that is
easy to remember and catchy. The
characteristic and graphic design
(The posters will contain ‘the eye’
which symbolises the eyes watching
every action made online) on the
poster will be similar to the ambient
ads so that all of the IMC tools are
linked, creating consistent identity
for the whole campaign.
- This poster will be a fear factor
based.
- We plan to distribute the digital
version of the poster by display it on
the screen around campus. We also
place the print version at common
space around campus including
library, toilet, dining hall, etc...

Appendix A: Production Plan:
Link:
https://docs.google.com/spreadsheets/d/1sPsHjDXCjMI8XwO956eL_jBeuBMx3d2capd5PJeL
jQg/edit?usp=sharing
Appendix B: Project Ideation:
Mind map

Additional research: Survey

References:
Alton L 2017, ‘How Millennials Think Differently About Online Security’, Forbes, viewed 20
August 2018, <https://www.forbes.com/sites/larryalton/2017/12/01/how-millennials-think-
differently-about-online-security/#756492e4705f>.
Astin G 2018, ‘How Australian universities can get better at cyber security’, University of
New South Wales, viewed 20 August 2018, <https://newsroom.unsw.edu.au/news/science-
tech/how-australian-universities-can-get-better-cyber-security>
Eastern Michigan University 2013, ‘Cyber Security Awareness’, Eastern Michigan University,
viewed 20 August 2018,
<https://www.emich.edu/it/security/initiatives/cybersac/cybersac.php>
Malcolm H 2013, ‘Millennials don’t worry about online privacy’, USA Today, viewed 20
August 2018, <https://www.usatoday.com/story/money/business/2013/04/21/millennials-
personal-info-online/2087989/>.
The University of Texas 2015, ‘UTSA raises $180 million in first-ever capital campaign,
exceeds goal by more than $60 million’, The University of Texas, viewed 20 August 2018,
<http://www.utsa.edu/today/2015/10/capitalcampaign.html>
UK parliament 2017, ‘Cyber Security’, UK parliament, viewed 20 August 2018,
<https://www.parliament.uk/mps-lords-and-offices/offices/bicameral/parliamentary-
digital-service/cyber-security/>

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