Exposing ‘An Absolute New Low’ in Cybercrime
When hackers leaked the names, photos and addresses of children from the Kido nursery chain, it marked one of the most disturbing moments in cyber extortion. Be Broadcast worked at speed with Check Point Software to verify the evidence, support journalists, and shine a light on an “absolute new low” in cybercrime — protecting the most vulnerable by making the threat impossible to ignore.
Challenge
- Cyber incidents often feel abstract, but this story was deeply human — children’s personal data being weaponised.
- The risk of sensationalism was high, with criminals contacting parents directly and threatening to publish more details.
- The brand’s voice had to balance outrage with clarity, ensuring audiences understood both the emotional and technical stakes.
Key Statistics
- Around 8,000 children’s details were compromised, including names, addresses, photos, safeguarding notes, and parental data.
- Hackers contacted parents directly and posted samples of children’s profiles on the dark web.
- The group, Radiant, described the attack as a “pentest” but admitted their motivation was money.
- Kido operates 18 nurseries in and around London, with more in the US and India.
- The Metropolitan Police and Information Commissioner’s Office confirmed investigations had been opened.
Action
- Verified intelligence quickly through Check Point’s monitoring tools before engaging media.
- Worked hand-in-hand with BBC cyber correspondent Joe Tidy to support verification and amplify the story.
- Drew on Be Broadcast’s deep understanding of media dynamics and the brand’s voice to craft a line that cut through: “an absolute new low”.
- Activated spokespeople Graeme Stewart and Charlotte Wilson across a fast-moving news cycle, providing quotes, interviews, and podcast slots on both this incident and concurrent Digital ID proposals.
- Kept the focus on the real-world impact — children, families and communities — while explaining the wider risks of cyber extortion.
Results
- 4,460 items of coverage on the nursery school hack through Graeme, with highlights including BBC News at Ten, BBC Radio 5 Live, ITV News at Ten, and Sky News.
- Client was on both BBC News at Ten and ITV News at Ten concurrently.
- Coverage extended across most UK nationals (The Sun, The Express, The Telegraph, The Times, Daily Mail), plus international titles including The New York Times.
- Commentary rolled out globally, with syndication across broadcast and print networks, ensuring Check Point was consistently positioned as the expert voice on protecting the vulnerable.
- Positive client feedback:
- Graeme Stewart: “One of the hardest, most fun and tiring days of my career, and I loved every minute working with you to make it happen ❤️. Sensational work from you and the team at Be Broadcast”
- Charlotte Wilson: “I really admire your hard work and how hard you push us.”
- Mark Weir, Check Point Country Manager: “Working with the team at Be Broadcast is truly inspiring and from day one you feel like part of our team. The sort of results we are seeing is really incredible and hope it helps our wider community.
- Joe Tidy, BBC: “Thanks for your help on this mate.”
Key Takeaways
- Speed + empathy are essential when a cyberattack involves children.
- A single, striking phrase (“an absolute new low”) can anchor coverage across outlets.
- Blending emotional resonance with technical clarity ensures cybersecurity stories don’t just inform — they protect.
- PR is about truth, even when it’s horrendous — and shining a light on that truth can influence not just policy and media, but public awareness at scale.
- Broadcast leads, creates impact and causes action.
