WHERE MONEY NOT A SUBJECT

• Do in-depth, front-end research to establish baselines about attitudes, behaviors, concerns, etc. about cyber crime and personal responsibility. Analyze the data for key learning and opportunities that improve the success of the program.  In time, remeasure to see the shift in baselines

• Do a strategic, multi channel program or maybe programs (depending on how the issue breaks down). Is the program global or domestic?

• Brand the program to make it more memorable and, even, hip/trendy/relevant/smart. Not to trivialize the issue, but making the program part of pop culture makes it mainstream, which I would think is a goal here

• Buy big, compelling ads on TV, print, radio, billboards, and new media. Maximize the frequency and the reach

• Generate free ink through public relations tactics, creating news events and stories that address the campaign goals

• Tap stakeholder groups individually -- groups that can leverage your message and influence their audiences on your behalf

• Lobby government to encourage new regulations and standards

• Engage corporations that, for mutual benefit, will support the cause

• Start a non-governmental organization (if one doesn't already exist -- didn't check) that is a watchdog for cyber crime and related issues

• Create public service announcements -- perhaps a series that speaks to the issue and another series the speaks to the fixes

• Sign celebrities to endorse the program and issue

• Cross market with compatible products and services -- software, safety/security, credit companies, manufacturers, etc.

• Buy an hour on prime time networks for a documentary on the issue

• Create a social media conversation that engages younger or younger-minded fans

• Wade into privacy-breach issues, as a third-party expert, such as Sony, Facebook and Google. Blogs, op-eds, punditry

• Write the definitive book on the subject

• Get into schools. As in the recycling initiatives, kids can be a big driver of social change

• Endow a chair at a college or university. Encourage scholarship in the topic area

• Sponsor national or community events that are relevant.