Campaign:.ORG’s Rollout of DNSSEC
Winner:.ORG, The Public Interest Registry
To raise awareness of the need to have widespread adoption of Domain Name System Security Extensions (DNSSEC), which protects Internet services from domain name system attacks,.ORG, The Public Interest Registry—the database for all.org Internet Web addresses—launched an integrated marketing campaign.
Of top concern were the lack of security ramifications that would ensue if DNSSEC was not moved forward to effect change.
Among the tactics leveraged by.ORG, The Public Interest Registry to seed and disseminate their messages were the creation of a video featuring the CEO of.ORG and a senior member of the tech team discussing the need for DNSSEC, and collateral pieces for industry meetings and events.
Also as part of the media outreach were extensive use of social media and broadcast interviews.
Thanks to the campaign, the issue of Internet security has gone from a little-known concern with the tech sector to a major issue. The Public Interest Registry was able to brief industry players and top governmental entities on the need for DNSSEC, and.ORG became the largest generic top-level domain to implement it on June 2, 2009.
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