28 creators and youth leaders
championing online safety as advocates within their communities.
Online Safety IRL: Scam Edition
Building resilience against AI-driven financial scams
What's it about?
In its second edition, our flagship online safety campaign returned with the Scam Edition, bringing together the Ministry of Communications, Meta, CelcomDigi, and latest media partner Tonton to raise awareness of AI-driven scams and strengthen online resilience in Malaysia.
The Cause
- Youth Empowerment
- Online Safety
Our Services
- Attitudes & Behavioural Change Programmes and Fellowships
- Branding for Social Impact
- Strategy Development
- Strategic Communications
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
Online Safety IRL: Scam Edition
The Challenge
Scams have entered their AI era. With AI now powering deepfakes, voice cloning, impersonation scams, and fake investment opportunities, it’s becoming increasingly difficult to tell fact from fiction. As these tactics evolve, so too must the way we prepare people to respond.
The challenge wasn’t getting Malaysians to recognise scams, it was equipping them with the confidence and practical skills to pause, think twice, verify, and report scams.
What We Did
01
In its second iteration, the programme took a deep dive into AI-driven threats
Through the Creators IRL and Youths IRL fellowship programmes, alongside the national online campaign - we empowered creators, youth leaders, and communities across Malaysia to recognise AI-driven threats, think critically, verify information, and report scams effectively.
02
Creators IRL Fellowship
15 content creators underwent a series of masterclasses covering online safety, AI-driven scams, ethical storytelling, and empathy-driven communication.
The fellows then produced engaging content that equipped their communities and audiences with practical advice to think twice, verify information, and report suspicious activity.
03
Youths IRL Fellowship
Selected youths across Malaysia brought online safety efforts to the grassroots.
Working in teams, fellows designed and delivered six community initiatives for children, youths, working adults, and older persons; using workshops, games, storytelling, and interactive activities to spark conversations about AI-driven scams and digital resilience in foundational communities.
04
National Awareness Campaign
To reach Malaysians where they already are, we combined creator-led content, in-house reels and infographics, deceptive ads that mimicked real scam tactics, and nationwide media placements - including billboard ads across three major Malaysian highways!
05
Every touchpoint reinforced one simple message: Chup! Think Twice. Verify. Report.
What are the immediate outcomes after the programme?
650+ community members impacted
From schoolchildren to senior citizens, our Youths IRL fellows brought scam education nationwide to engage directly with vulnerable communities.
Over 140+ scam-proofing content released across all digital platforms
sparking necessary conversations on online scams and online safety.
Fellows and programme partners went on live TV
to share about scam tactics, personal experiences and insights from the programme, amplifying online safety conversations to wider audiences.
The Impact
22.3M
views
Throughout the campaign period, Online Safety IRL reached more than 18.3 million users and generated over 22.3 million views across digital platforms.
94% drop
in scam vulnerability
The campaign also demonstrated major signs of behavioural change.
While the first edition generated nearly 400,000 clicks on deceptive ads designed to mimic scam tactics, the second edition saw a reduction of 94% in users falling for them, despite reaching more people!
Users are no longer engaging with deceptive content, but actively resisting it and helping others to do so!
