BT's latest campaign focuses on protection
BT has launched its first major brand campaign since the May relaunch, putting online security at the centre of its broadband messaging. The work runs across TV, out-of-home, radio, social and digital, using a documentary-style film about Yorkshire beekeepers to illustrate how the provider blocks threats before they reach homes.
What the protection actually covers
BT Broadband now bundles Hub Threat Protect on the Smart Hub 3 with Cyber Threat Protect. The first blocks suspicious activity at the network level; the second adds device-level defence against scams and malware. Together they blocked more than 12.36 million threats in the latest reported period. The features come as standard for new customers rather than as paid extras.
How it compares with rivals
Vodafone recently extended similar router-level protection to another 900,000 homes, showing that network security is becoming a standard battleground. BT's move follows its Ookla recognition as the UK's best broadband and positions protection as core to the service rather than optional.
What customers should check
Helen Whetton, Brand and Marketing Director at BT, said: “Nobody understands and serves British communities quite like BT. Building on the hugely impactful BT relaunch earlier this year, this campaign celebrates the brilliant things those communities do every day, while shining a light on how BT Broadband helps households stay connected and protected. Our advanced threat protection combines Hub Threat Protect and Cyber Threat Protect, delivering network and device-level protection to help keep customers safer online and giving them greater confidence to get on with the things that matter most.”
Anyone already with BT can check their hub settings to confirm the features are active; new customers receive them automatically. The campaign aims to make clear that reliable protection now forms part of a standard broadband package rather than something bought separately.
