Seminar 6 Andrew McStay Position Statement

Approaching DATA-PSST! as an Ad Man (Creative Briefs)

Andrew McStay

Creative Studies & Media, Bangor University

In her blogpost, Vian Bakir identified key policy recommendations from past seminars that we could develop in Seminar 6. For my position statement, I have drawn upon these documents and my former life as an “Ad Man”. (As I write this, the title of Jacques Seguela’s 1979 book comes to mind: Please don’t tell my mother I work in advertising, tell her I play the piano in a brothel.)

What we have below are two “creative briefs”. Used within ad agencies to help steer the direction of a communications campaign, the writer of creative briefs collates meaningful information supplied by a client, and research conducted by an ad agency, and translates this into one short document (or two in our case).

The reason for two is that the DATAPSST policy recommendations focus on engaging both citizens and policy makers connected with signals intelligence. These are two very different audiences. These communities require different objectives, strategies, communications approaches and modes of post-campaign engagement.

Feel free to comment, post disagreements and, where relevant, I’ll incorporate and re-post the briefs.

Name of Agency DATA-PSST!
Date 19/05/16
Media requirements Creative team to select.		Production budget TBA
Background Since 2014 the DATA-PSST! seminar series has heard from experts from multiple academic disciplines, regulators, business, NGOs and artists. It has explored and debated a range of topics surrounding the fact that mediated life is becoming more transparent to security agencies, commercial actors and each other. The focus has often been on the security side of the equation. We found that unlike the UK government, the British public sees bulk data collection as constituting mass surveillance and that the European and British public care about this. The picture is nuanced as they recognise that certain surveillance technologies are useful for combating national security threats, but there is scope to compromise human rights. Collectively the public want targeted rather than blanket surveillance, clear communications to citizens about what is going on, and strong regulatory oversight.
Target audience Members of the British public who harbour disquiet about surveillance but do not understand what is taking place.
Objective To tell the public in clear but engaging terms, what is going on when their data is surveilled, and how this is surveillance is overseen.
Consumer insight Evidence from all industry, academic and independent public opinion polls show that people wish to have greater control over their data.
The proposition Be in control by being aware
Desired response For people to be emboldened, informed, entertained and willing to share communication with peers.
Reason(s) to believe An aware citizenry is the most powerful force in a democracy. If they want change, reform or more transparency over surveillance practices, all they have to do is collectively demand it.
Tone of voice Expression is more powerful than paternalistic description: the emphasis is on showing in interesting ways rather than telling.
Executional considerations/mandatories Budget is a consideration so the campaign will need to be shareable throughout social networks.

Name of Agency DATA-PSST!
Date 19/05/16
Media requirements Creative team to select.		Production budget TBA
Background Since 2014 the DATA-PSST! seminar series has heard from experts from multiple academic disciplines, regulators, business, NGOs and artists. It has explored and debated a range of topics surrounding the fact that mediated life is becoming more transparent to security agencies, commercial actors and each other. The focus has often been on the security side of the equation. Mindful of the balance between security and liberty, DATA-PSST! recommend greater transparency, albeit with opacity built-in to protect necessary secrets. They also suggest periodical review of all stages of the data process, and of the effectiveness of policies based on such surveillance, by diverse actors drawn from citizens, civil liberties groups, technologists and industry. Promotion of data literacy and reasons for specific data are also encouraged to help generate awareness, trust and conceivably consensus.
Target audience Policy makers connected with national security and signals intelligence.
Objective To tell policy makers that opaque awareness of signals intelligence practices will serve citizens and security agencies alike.
Consumer insight The intelligence community argues for a dualistic position whereby some liberty must be sacrificed to ensure security. They may be reciprocal to a third option.
The proposition Work together towards opaque transparency.
Desired response For the intelligence community to understand that collective enlightenment facilitates trust and serves citizens and security alike.
Reason(s) to believe The British public harbour a strong wish to have control over data about them, yet also understand the need for some surveillance of online communication.
Tone of voice Confrontation is to be avoided. A solutions oriented approach is preferred.
Executional considerations/mandatories None