Communication strategy to promote cybersecurity best practices among Cuban Internet users

Abstract

This work aims to develop an effective communication strategy to promote safe behaviors among cyberspace users in Cuba. The research focused on reviewing previous studies on cybersecurity awareness campaigns and their effectiveness, so as to identify best practices applicable to the national context. Deductive methods and data collection techniques such as interviews, surveys, focus groups, as well as documentary analysis techniques were used. Likewise, research was conducted to analyze the perception of cyber risks among different segment of the Cuban population, allowing for audience segmentation and the selection of the most effective digital channels for each. Using neuromarketing techniques, messages with high emotional impact were developed and a multi-channel broadcast plan was proposed. Finally, indicators were defined to measure the scope of the strategy and its impact on the adoption of safe behaviors among Cuban cyberspace users, so that continuous improvements could be implemented. The methodology helped identify key factors for designing an optimized awareness campaign tailored to the Cuban context. The implementation resulted in increased awareness of cyber risks and improved cyber hygiene habits. This demonstrates the value of evidence-based, culturally relevant communication strategies for building cybersecurity at the national level.
relevant communication strategies for uilding cybersecurity a