Graphic Challenge #2 & 3

Privacy is an issue that seems to rise up periodically, causing a lot of debate and discussion for a short time, only to slip to the back of the collective mind, but that doesn’t mean the issue goes away. As consumers continue to share ever-more-personal information via digital technologies (and advertisers get more sophisticated in using that data politely), it’s guaranteed to become an even bigger, more pervasive, and ongoing concern (especially with the new Facebook ‘Like’ button feature). We need to put together a film with video and design work from the Zooppa community that addresses these concerns, but also illustrates that not sharing may have implications in today’s hyper connected world. Videos and design work from the Zooppa community will be used as inputs for a room full of some of the industry’s most influential people, who will team up to create a series of new films – a true mash-up befitting of web 2.0. Those finished films will then be distributed across the web.

Who are we talking to?

All adult Internet users, with a skew toward younger adults on social networks.

What is the insight?

People love the convenience of the web and the fun of social networks. We can stay connected with people from all aspects of our lives with minimal effort. However, the real success of social networks is that we get to share whatever is on our minds, updates on ourselves, and what matters to us. Basically, we’re driven to share because we like the idea that someone is watching and cares (especially when they care enough to comment back). It makes us feel interesting. But, what happens when we over share?

We all know over-sharing has been addressed plenty of times – with the cookies of the 1990s and the ever rising identity theft, but what about social networks? What if the wrong person in your network is watching? And what of advertising? Is it creepy that the interests you share via social networks and by just surfing the web can be used (within limits) by advertisers – or does it provide a valuable service by ensuring that the ads you see are of interest to you? There are extremes highlighted by a small minority of people and reported by the mainstream press, but the key insight is that there is a balance to be struck. Sharing is fun, but oversharing can be dangerous. Ads and web services that personalize themselves based on your interests are convenient, but there’s a definite creep-out line that must not be crossed.

What is the main thought we want to convey?

You are in control. Personalization and sharing are fun and interesting, but be aware of the consequences of over sharing.

What is the best way of doing this?

The content needs to show what over sharing is and the consequences it brings. The tone should be humorous - light-hearted and funny to ensure it’s engaging and relatable. It should debunk the myth that digital platforms give people (and companies) the power to invade privacy without consequences.