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Cybersmile “Sharezees” awareness campaign supported by Urban Outfitters hits London

© The Cybersmile Foundation / adam&eveDDB

A new awareness campaign by The Cybersmile Foundation called “Sharezees” is screening at cinemas across the capital this week.

Supported by Urban Outfitters, the campaign is helping to raise awareness among young people about the risks of sharing passwords with friends.

Filmed on location in North London, the fashion shoot features teen influencers Amazing Arabella, Izzy Rodgers and their besties as they front the new campaign wearing a limited edition collection of Urban Outfitters x Cybersmile clothing.

The overall message of the campaign is “Share anything but your password”, and showcases a fun, light-hearted day out in the summer with friends – but emphasising the “weirdness” of password sharing.

© The Cybersmile Foundation / adam&eveDDB

With cyber security and data sharing being a prevalent issue, teens may be unwillingly revealing private information to their friends when they share access to various services including social media accounts. The campaign aims to put password safety in the spotlight, which is often overlooked, and can lead to financial fraud, extortion and information being publicly exposed without user consent.

London’s leading advertising agency Adam&EveDDB worked with Cybersmile to create a powerful and thought-provoking video, bringing together photographers, designers and leading filmmakers from across the UK to shoot the video over the summer in the capital.

30-second cinema spots, secured by Bountiful Cow via Pearl and Dean, can be viewed at various London multiplexes this week including Everyman Cinemas in Islington, Hampstead, the Barbican Cinema, the Prince Charles Cinema in Leicester Square and many more.

Sharezees featuring Amazing Arabella and Izzie Rodgers

The campaign is also going further afield, with influencers participating in amplifying its message across social media. Digital out-of-home media spaces, donated by JCDecaux, will also highlight the campaign across London and in additional locations in the UK beginning January 2023.

The launch of Cybersmile’s new Sharezees campaign with adam&eveDDB follows their previous #TrollingIsUgly campaign featuring lifestyle influencer Chessie King in 2018, which won numerous awards at the Cannes Lions International Festival of Creativity.