Promoting Online Safety in Hennepin County
Protecting yourself online has never been more critical in today’s digital world. To meet this growing need, Hennepin County, in partnership with Russell Herder, has launched an online safety campaign Think Twice, Click Once. Drawing inspiration from the old carpenter’s motto, “Measure Twice, Cut Once,” the campaign encourages users to pause and think before clicking to reduce the risk of costly mistakes and security threats.
A Comprehensive Approach to Internet Safety
Since its launch in February 2024, the campaign has made a significant impact with over three million ad views, nine million impressions through traditional advertising channels like billboards and transit ads, and 20,000 website visits. The campaign effectively reaches particular audiences—senior citizens, English as a Second Language residents, and youth (along with their parents)—using tailored strategies that resonate with their unique needs and online behaviors.
Addressing Diverse Needs Through Targeted Strategies
One of the unique challenges of the Think Twice, Click Once campaign has been crafting a message that resonates with such diverse audiences. From tech-savvy youth to ESL residents and senior citizens, each group has different concerns and needs when it comes to online safety.
Russell Herder employed a multi-channel strategy, combining digital and out-of-home advertising, ensuring that each demographic receives information in ways that are both accessible and relevant. Utilizing platforms like Meta for broad outreach and more specialized channels such as NextDoor, Snapchat, and Transit ads for specific groups, the campaign successfully drives traffic to a central, user-friendly website that provides valuable resources for everyone, regardless of their digital literacy levels.
Tailored Outreach for Every Audience
Senior Citizens: Utilizing platforms like Nextdoor, we share internet safety tips on combating scams commonly targeting older adults, such as the “grandson scam.”
Youth: With Snapchat ads, the campaign reaches younger audiences through a platform they know and trust, offering internet safety tips that speak their language.
ESL Residents: Language should never be a barrier to internet safety; that’s why all campaign assets are translated into Somali, Spanish, and Hmong.
The website also features interactive tools like an internet safety quiz, which helps visitors assess their internet safety knowledge and gives hands-on tips on improving their online behaviors.
Looking Forward: A Safer Digital Future for Hennepin County
The success of Think Twice, Click Once is a testament to the importance of targeted messaging and creative strategy in promoting internet safety. As the campaign continues to grow and evolve, it will remain a vital resource for ensuring Hennepin County residents are equipped to navigate the digital world with confidence and vigilance.
The campaign will continue to bring internet safety into the spotlight—empowering residents to think twice before they click, ensuring a safer digital experience for all. For more information (or to check your online safety skills), visit www.think2click1.com.
