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[] NSA startet Werbekampagne fuer Verschwiegenheit,

June 03, 2002
By Richard Linnett 

NEW YORK ( -- In a move that hearkens back to World War II's
"Loose Lips Sink Ships" campaign, the National Security Agency has
urging military personnel to protect national secrets during this time
of terrorist crisis.

Created by the NSA's ad agency, Trahan, Burden & Charles, Baltimore,
the new print campaign uses dramatic patriotic art of miliary
personnel at work emblazoned with slogans such as "INFORMATION

Military publications

The public service ads, which have been placed in the Gannett-owned
Military Times Media Group publications, urge members of the armed
forces to be careful with sensitive information to prevent its falling
into the hands of terrorist groups. The Media Group includes The Army
Times, Navy Times, Air Force Times and Marine Corps Times.

This is the first time the NSA has ever commissioned an outside ad
campaign, said NSA spokeswomen Marti Mercer. Like all aspects of
budget for the ultra-secret NSA, the advertising campaign's cost is

Wall posters

The ad images have also been used for large wall posters that will be
hung in military facilities.

A global intelligence-gathering organization and the country's
premiere code-breaking agency, the NSA provides its information to the
White House, the Joint Chiefs of Staff, military commanders and other
agencies of the U.S. intelligence community, including the CIA and the

NSA speaks

Notoriously tight-lipped with the press, the NSA does not usually
grant interviews. However, the agency did agree to answer a list of
questions submitted by about its new advertising campaign.  
An NSA representative sent back the following replies:

Q: When did the campaign start? When will it finish?

A: NSA's information security awareness campaign in Military Times
magazines started in April and is scheduled to end in June.

Q: Will it expand beyond the military services? Into consumer

A: Our contract is aimed strictly at members of the U.S. Armed Forces.

Q: Will it expand into radio or television?

A: There are no plans to expand into any commercial broadcast medium.

Q: What's your budget for this campaign?

A: It is NSA policy not to share contractual information.

Q: Is this NSA's first ad campaign with a paid media vendor?

A: Yes, although the NSA has an ongoing, active public presence within
the information assurance, defense and academic communities through
conferences, distribution of brochures and other materials, vendor and
government partnerships, and educational programs.

In the aftermath of Sept. 11, NSA initiated the campaign to stress the
importance of information security during wartime. We hope to increase
the awareness of military personnel to the absolute necessity of
guarding sensitive information, using secure communication methods and
practicing good computer security.

NSA developed a series of four military prints to deliver the
information security message to decision-makers in the U.S. Armed
Forces. These prints capture the graphic style of security awareness
posters used during World War II. In addition, we repackaged these
same graphics and same message into a series of print ads in Military
Times, a publication that exclusively targets the American military.  
This is NSA's first use of these methods to increase information
security awareness.

Q: Who is the ad agency?

A: Trahan, Burden & Charles in Baltimore.

Q: What is the aim of the campaign?

A: The objective of the campaign is to underscore the critical need
for information security to the men and women of the U.S. Armed
Forces. Part of NSA's mission is "information assurance," the
protection of the communications and information systems of the U.S.  
Department of Defense and its allies. To achieve this goal, we use a
"Defense-in-Depth" strategy, a balanced focus on three primary
elements: people, technology and operations. This campaign is one
small part of the training and awareness for the "people" component.  
Unguarded information can be a valuable source of intelligence to our
enemies. The increased threat of terrorism has intensified the demand
for our military personnel to remain vigilant and alert, always on
guard protecting information that our enemies could use to undermine
our national security and harm the nation. This campaign is a visible
reminder of this crucial responsibility.

Q: Has it been effective?

A: Because the ad campaign is only one element in the overall training
and awareness of the U.S. Armed Forces in the area of protecting
information, it is impossible to gauge its effectiveness accurately.  
However, the ads are a highly visible reminder to our military
personnel of their crucial role in protecting information. We believe
that, as in all successful public awareness initiatives, we will have
influenced our target audience by using this traditional
mass-marketing strategy.

NSA believes in the importance of these efforts to raise the awareness
of our military personnel to this critical element of our warfighting
and defensive strategies. Our vigilance in protecting information is
essential to our victory over terrorism and the safe return of our
fighting men and women.

Production Credits:
NSA Info Security Campaign
Creative Director: Tom Burden
Art Director: Steve Ratych
Copywriter: Dorrie Anshel
Artist: Richard L. Waldrep

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