WhatsApp is addressing user privacy concerns through its largest marketing effort to date, titled "Not Even WhatsApp." This campaign, launched on May 19, emphasizes that no one, not even WhatsApp, can access users' personal messages, which remain end-to-end encrypted. Following scrutiny faced by Meta over privacy issues, the campaign encompasses various media channels and showcases the intimate nature of messaging. Directed by Mark Molloy, it aims to convey a light-hearted take on personal exchanges, highlighting the platform's privacy features like the Advanced Chat Privacy setting that restricts chat content sharing.
"We wanted to capture the beauty in the everyday chaos of messaging," Matt Miller, CEO and chief creative officer of West BBDO, said in a statement.
"WhatsApp is the next best thing to an in-person conversation," Vivian Odior, the brand's global head of marketing, said in a statement.
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