The federal government’s Communications Security Establishment (CSE) is helping Canadians stay safe from internet Grinches by creating earworms and talking to people in malls to warn about cyber security.

Canada’s national cryptologic agency, with help from Ottawa-based shop Banfield, set up gift-wrapping stations this month in select Montreal and Vancouver malls.

Shoppers could wrap their electronic gifts in wrapping paper that tells the recipient how to secure their newly opened devices. While at the station, they were exposed to cyber-safe carols, which are holiday classics reimagined with cyber-safe advice. Recipients also got a chance win the Get Cyber Safe Holiday Album on vinyl, with a turntable to play it on.

“Canadians are busier than ever over the holidays, but are also more vulnerable to cyber threats,” says Timothy Jones, partner and creative director at Banfield, which celebrated its 50th anniversary this November. “To remind people to stay cyber safe during this hectic time of year, we introduced ways to integrate cyber safety into holiday traditions.”

The campaign is informed by government insights that approximately 60% of Canadians experience a cyber security incident each year, and this number increases over the holidays amid seasonal distractions. Travel, connecting to unfamiliar Wi-Fi networks, new devices, more online shopping and an increase in scams can combine to make Canadians more vulnerable to cyber security threats.

“The first year carolers serenaded shoppers with reimagined cyber-safe carols and handed out gift tags with cyber tips,” Jones says. “From there, each year we introduced new ways to get cyber safe over the holidays: a gingerbread home network kid, a yuletide firewall channel, ornaments.”

The Canadian government’s “Get Cyber Safe” national public awareness campaign, created to inform Canadians about cyber security, has also introduced a new holiday on Dec. 27 called Unboxing Day.

Unboxing Day is meant to be a quiet holiday when Canadians can open their new electronics and set them up safely without distraction, with tips offered on the Get Cyber Safe website, like how to secure your home network, enable multifactor authentication and install antivirus programs.

In 2020, Banfield created a campaign featuring a 90s-style sitcom called Device Appreciation Time, starring Phone, Laptop and Router, complete with a laugh track, and references to ransomware and other scams.

The current campaign is supported by organic social and the activations.