Executive summary
We were asked to come up with a strategy for the Telegraph to own the media coverage for technology.
This project is designed to raise a debate about data privacy. We want the audience to think critically about the ever-increasing presence of smart gadgets in our daily lives, but don’t want to bore them with facts and technical jargon. We propose a strategy for The Telegraph to stand out of the crowd. While most publications use nebulous terms such as “Internet of Things” and “dataveillance” to talk about privacy issues, we suggest taking this debate to the most relatable private concept: our health.
The following report outlines how the big issues of data privacy and data’s intimacy can be rendered more accessible for the readers and thus spark a real conversation. We propose Black Mirror-style content to be shared on social media as well as three promotional activities to extend the debate.
DESIGN FICTION STORY PLOT
Stories about women being denied promotions due to unfair reasons are not uncommon. Our design fiction speculates a possible future in which employers own the personal data collected via company-sponsored gadgets, such as smart toilets. We tell the story of a perfect candidate being passed over for a promotion because of her health data.
Proposed format: Instagram TV
Shared on: The Telegraph’s Instagram story and feed to maximize viewership.
How to get our audience to watch our Instagram content?
We propose a small guerilla campaign to drive our audience on to Instagram. Where better to raise awareness about data’s intimacy than within the most intimate place you could think of? That’s right, we would print toilet paper rolls with QR code linked to our IGTV video; to be installed in the nearest pubs, cafes and bars surrounding the 10 biggest advertising agencies in London, namely Ogilvy, Saatchi and Saatchi, Publicis, Iris, Mother, TBWA, Havas, McCann Erikson and WPP. We narrowed the locations down to Carnaby Street, Shoreditch, Southbank, Mansion House, Farringdon and King’s Cross.
How we intend to continue the conversation on data’s intimacy?
First extension is a business-to-consumer (B2C) mini-campaign in the form of out-of-home advertisements (OOH). The headline copy of the campaign would be “Your Data Doesn’t Lie”. These would be displayed in tube stations (in the 6 nearest tube stations of the previously mentioned locations).
To ensure maximum visibility of the campaign, we have chosen specific media properties. Below is how we see the campaign going live in the chosen tube stations and trains
How we will drive engagement on a deeper level concerning the subject of data privacy:
Second extension is called Data Diagnosis (B2C oriented). It’s indeed no secret that we’re being tracked everywhere online but owning data back can be quite tricky. The publishing giant Hearst requires you to write a physical letter addressed to the company’s lawyers before they stop sharing your mailing address with third parties (Herrera, 2019). To raise awareness about such practices, we designed a pop-up store in Waterloo station. Data Diagnosis is a place where people could get their privacy check. By identifying which of the top online websites they subscribe to, we will provide visitors with a tailored prescription on how to opt-out of being tracked.
How we hope to continue the conversations and debate around data privacy at Advertising Week Europe:
Third extension would take place at Advertising Week Europe (AWE), which is why it is a purely business-to-business (B2B) idea. We hope to generate buzz by installing “smart” toilets in the Picturehouse Central, where the event will take place. Attendees will be able to enjoy their experience by printing a report, as a self-monitoring tool, with a small disposable printer rightly placed at their side. The toilet’s door would be designed to make people think they’re about to use smart toilets, while the report would simply underline facts anyone could relate to much as horoscopes. For example, “Great Job! You’re doing great. Just remember to keep an eye on those carbs and to stay hydrated.” In reality, however, the extension would not require an actual smart toilet, just the illusion of it.
How we hope to continue the conversation long-term:
Lastly, we believe that in order to keep the conversation flowing, we could launch a fourth extension around summer time. The Telegraph is well-known for travel writing and related editorial content. We propose an article titled “Let’s get intimate: the game of the summer”. It is the perfect platform to introduce a new summer game, based on the principles of Jenga. It would ask more and more intimate questions as the game is being played. Why? To continue the debate about privacy and intimacy in a seemingly innocent way, while raising the most fundamental questions: Are you ready to share with your partner what you’re already sharing with your phone?
