Genuine behavior design efforts need to happen more than just once a year.  To really shape an effective awareness culture, you need to go beyond annual awareness training to deliver messages that engage your users.  However, we’re in a battle for the users’ attention – they have many more pressing issues on their mind than the importance of security issues and we can’t overwhelm them with security messages. In order to grab this attention, our messages must stick in the minds of users even though we are not able to reach out to them often.  

There are ways to accomplish the goal of creating content that sticks in the mind of the users. Research shows that genuine emotional engagement – laughter, fear, surprise – creates lasting memories through short  However, most awareness content does little to actually engage the emotions of our users.  This is why most awareness content is ineffective.

But we can produce content that engages our users’ emotions and is remembered without spending exorbitant amounts of money.   An example of that kind of content (click on the picture to play the video):

Public Service Announcement