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How McAfee got its Cybermum portal trending in India

The internet has gradually evolved towards self-expression and social interaction, where adolescents indiscriminately indulging in information exchange has bred to a hunting ground for cybercriminals. Especially in the context of how children of ages in urban India aged 08 – 17, who can serve as clickbait for online threats.

Background

McAfee Cybermum India is a digital evangelist promoting safe online experience for teens, tweens & their family. Anindita Mishra, McAfee’s Cybermum in India, is a Kolkata-based freelance writer, teacher and mother of two who engages various stakeholders, bringing the much-needed human element to cybersecurity. The Cybermum initiative was launched in India after its success in US and Australia. She blogs and tweets on behalf of McAfee to evangelise online safety for the kids and family.

The aim was to build Cybermum’s profile as the go-to de facto source for parents, to enable a safe online experience for the family. Critical to this was to incorporate a humane element which is readily recognizable and relatable, while ensuring an easy to access conversation outlet for all stakeholders.

Execution

Through her vocal approach driving awareness about cyber threats and best online practices on Twitter coupled with pin point fortnightly blogs, Cybermum has played an instrumental role in educating her audience spreading across journalists, mommy bloggers, authors, educationalists and building associations with Mycity4kids, Parentous and other online blogging sites.

McAfee amplified the Cybermum platform by contributing to various media outlets across print, online & broadcast which are listed below. She makes a concerted effort to engage with concerned parents and educate them on precautions and steps they should take in order to protect their loved ones in cyberspace. The campaign adds a much-needed human element to the cybersecurity space, while ensuring McAfee’s brand reflection. Today, all McAfee consumer campaigns are integrated with Cybermum India.

Results

McAfee Cybermum’s Twitter account is followed by more than 15,400 netizens and receives 50,000 impressions monthly.Anindita was also recognized by MyCity4Kids as one of their top 10 influencing bloggers out of the 1000 Editors’ Choice Of Top Bloggers. Cybermum India has been effectively reaching out to key stake holders resulting in high level speaker opportunities with National Institute of Criminology & Forensic Science. She got recognition by UNICEF on her efforts in the domain: UNICEF’s Child Online Protection. She contributed to a kids book by Kiran Manral, feature stories with mainline and business media.

Cybermum India also shed light upon the outbreak of cyberbullying during the Bluewhale Challenge to educate and create awareness among parents and young minds. She received immense media coverage in a number of news portals such as Firstpost,  NDTV Left, Right, Centre – Nidhi Razdan,  NDTV – The Big Fight -Vikram Chandra Show, CNN News18- Epicenter, and Deccan Chronicle.

“Being a mother and a teacher, I have first-hand seen the how inadequate knowledge of the online world can impact the safety of a family. As McAfee’s evangelist I am privileged to use this thought leadership platform to educate audiences online and offline across the country. In doing so we have achieved immense support from the community and stand keen to build even more momentum in the days to come” said Anindita Mishra, McAfee’s Cybermum India.

“The internet has gradually evolved into an outlet for self-expression and interaction for children of various ages. As they do so, they stand fairly vulnerable lacking the necessary knowledge for a safe online experience. The Cybermum programme aims to enable parents with the necessary guidance to help their kids and family have a safe and secure online experience,” said Rupa Roy, Head of Marketing, APAC, McAfee.

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