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Case Study

Mozilla

Getting policymakers to give a “duck” about cybersecurity

  • Year2023
  • ServiceIntelligence & Technology
  • SectorGovernment, Public Sector & Non-Profit
  • Capability

    Media Relations, Lobbying, Content & Publishing Strategy

When navigating the internet, browsers protect users by keeping their information private. In 2022, the EU proposed legislation that would force browsers to accept QWACs, lower-security standard website certificates. Mozilla, the company behind Firefox, partnered with H&K to raise awareness of this issue among policymakers.

Fishing for ducks for cybersecurity

By complying with the new legislation, browsers would open users up to possible malicious attacks and online crime. Noticing that QWAC sounds like the noise a duck makes, Mozilla decided to take a creative approach to contest the legislation by placing a fairground-style duck fishing game directly in front of the European Parliament! H&K supported Mozilla with this fully integrated campaign, combining direct outreach to policymakers with broader awareness-raising efforts across traditional and social media and with stakeholder engagement.

Opening up discussion to the public and reaching policymakers

The duck game was supported by a campaign microsite and social content on Twitter and LinkedIn, kicking off an ongoing campaign and conversation around QWACs. To engage policymakers, Mozilla hosted a panel discussion and an event where the Certificate Authorities and Firefox debated their positions on stage.

Ultimately, within six months of lobbying, members of the European Parliament agreed on a positive compromise to the legislation, which safeguards the integrity of Mozilla’s browser and ensures security for web users across Europe. The Parliament is now looking to defend that position during inter-institutional negotiations with the Council and the Commission.

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