Facebook wanted to let people know how much they’re doing to keep their platform safe every single day. It’s important for people to understand what Facebook is doing to protect users’ privacy and security.

We paired Facebook’s safety stats with memorable, off-beat analogies (for example, “40,000 people are working on safety and security. That’s more than the size of the FBI.”). This analogies campaign allowed us to take something seriously important but sometimes dry and turn it into approachable and highly effective messages.

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