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CPPA ramps outreach ahead of DROP, proposes simpler public name for outreach
Summary
CPPA public affairs staff reported media, outreach and website progress, previewed a DROP‑focused 2026 campaign and proposed adopting a simpler outreach nickname to help Californians remember the agency.
The California Privacy Protection Agency’s public affairs team summarized advertising, outreach and web activity and proposed a simpler outreach nickname to increase public recognition ahead of DROP’s launch.
Deputy Director Megan White told the board the agency completed a year‑long paid media campaign titled "Exercise Your Rights" with more than 74 million impressions and a click‑through rate that exceeded industry benchmarks. She said privacy.ca.gov now hosts practical tips and that the agency has ramped outreach to seniors, AARP chapters, state agencies and elected‑official town halls.
White told the board staff is planning a larger DROP‑centered paid campaign for 2026 and proposed a shorter public nickname for outreach. Staff said early, informal checks with stakeholders returned positive feedback to use a memorable shorthand rather than the acronym CPPA; the team proposed the outreach name "CalPrivacy" (staff presented the idea as a simpler public handle to complement the agency’s formal name and website). Board members generally supported greater public clarity and encouraged user testing of website workflows.
Why it matters: Public familiarity with agency tools will affect uptake of DROP and use of consumer rights. Staff said they will continue research and testing — including follow‑up surveys and user testing of website flows — to ensure consumers can find and use DROP and related guidance.
Ending: Staff will continue outreach and refine messaging for the DROP launch and report on campaign research and user testing results in future meetings.
