Media Relations

Awareness

The carnival pitch: cybersecurity and samba

How could we keep Sophos top of mind for journalists in the first Carnival after the pandemic? This was the challenge we faced in March of 2023. See our solution! 


The big idea came after our client shared with us how pickpockets innovated to cash in on distracted people dancing the night away on the streets. The burglars surreptitiously carried small payment machines. They pretended to be dancing and touched people’s contactless cards left in their pockets.

We created a pitch offering the Sophos executive as a cyber safety expert, giving tips to partygoers on how to keep their contactless credit cards safe. 


It worked! We garnered two TV interviews – a rarity in Brazil – and many other hits, at a time when the media was more focused on samba than on cybersecurity.


ChatGPT, another hot topic, was also part of the strategy for this house client. Folha de S.Paulo included, in an article on the subject, a study by Sophos on fake ChatGPT applications, which led users to lose thousands of dollars.

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