During this public education campaign, our goal was to introduce to lay users the concepts behind encryption and to highlight their importance to civil liberties. Assuming most people were unfamiliar with the topic, we created a video series, a social media campaign and drip email series that helped people understand the role encryption played in their lives.
Just as we published the campaign, the FBI attempted to compel Apple to disclose the encryption method they used in the iPhone. The tech and civil society communities pushed back, and we were able to play a prominent role in the news cycle. Our videos reached 3.8 million video views and 1 billion overall impressions on earned media and Mozilla channels.