Cyber Resilience

The National Cyber Security Centre (NCSC), in partnership with the Department for Science, Innovation and Technology (DSIT), has launched ‘Cyber Resilience’, a new campaign created by M&C Saatchi Group UK to increase awareness, consideration and uptake of Cyber Essentials certification among UK businesses.

The multichannel push responds to a growing gap between cyber threats and UK businesses defences. In 2025, over four in ten UK businesses experienced a cyber breach, yet many SME leaders continue to believe that their size or scale makes them less of a target. The work positions cyber security not as a purely IT issue, but as a core business imperative.

The Cyber Resilience campaign looks to encourage businesses to take practical action by signing up to and completing Cyber Essentials, the government-backed cyber security certification. The 2025–26 campaign focuses on increasing awareness and uptake of the scheme, driving more users to the website and boosting certifications over 24 months, with a particular focus on small and medium-sized enterprises and a secondary audience of larger organisations.

At the heart of the creative idea is the insight that cyber attacks can happen to any business, anywhere. The campaign brings this to life by placing everyday businesses in far-flung and fantastical locations, including on the moon, underwater and on the side of a cliff trying to evade the threat of cyber criminals. These dramatic, photo-real landscapes juxtapose the extraordinary with the familiar, reinforcing the message that nowhere is out of reach from cyber crime.

Each execution captures a moment in time, with subtle, eye-catching details that add richness to the scenes while quickly landing a simple story: no matter where your business operates, hackers can still reach you.

The campaign used a blended production approach, combining live-action photography capture with AI-driven post-production. Movements were captured on set and then taught to an AI system, with a photographer, AI artist and motion designer collaborating to build original, realistic environments and moving assets. This approach delivers greater flexibility, variety and value for money. It ensures every pound works harder, allowing the ‘Cyber Resilience’ message to reach audiences in a compelling and cost-effective way.