stc is the largest telecom operator in Saudi Arabia, with a great coverage and a fast network. The company provides quality services to Saudis across the Kingdom, including free WiFi hotspots that offer a secure network in public locations, compared to the unsafe public networks offered at malls or coffeeshops. Yet, most people were unaware of stc’s WiFi hotspots that offer great security. So, stc needed to make Saudis aware of the dangers of connecting to Public WiFi and promote its safe network.

stc, the largest telecom network in Saudi Arabia, offers users free WiFi in locations nationwide. It’s a secure service that they can access in public places, protecting them from risks posed by Public WiFi (scammers, hackers, and lurkers trying to access data).

But Saudis were unaware of security risks associated with Public WiFi, and equally unaware that stc’s secure WiFi is available outside.

We needed to raise awareness among our target audience, mainly teenagers and youth comprising 60% of the population, and who are the top Internet consumers.

We highlighted the dangers of Public WiFi with our message: “On public WiFi, your data can have an audience”, making people rethink about connecting to Public WiFi, and switch to stc’s WiFi instead.

We designed powerful posters with a dual purpose, serving as a warning sign about the dangers of Public WiFi, and a sign welcoming passersby to connect to stc’s WiFi.

We needed to highlight how, when you’re connected to Public WiFi, other people might be watching and in fact, your private data might even be the main show.

So, we collaborated with a professional architect and AutoCAD artist to design a series of three posters, each showing a blueprint of a public space: cinema, opera house, and amphitheater. In each poster, the seats and stage formed the WiFi signal, with ‘private data’ displayed on stage for everyone to watch (such as ‘1AM chats’, ‘honeymoon pics 2019, and ‘all passwords.docx’), showing how connecting to Public WiFi is like inviting an audience to take a seat, access your personal data, and invade your privacy.

stc successfully raised awareness on its secure WiFi hotspots across the Kingdom and finally gave Saudi teenagers and youth a sense of security even when they were outside. Instead of connecting to public locations and putting themselves and their data at risk, they were able to connect to stc’s free and secure WiFi hotspots.