Dubai:The Dubai Electronic Security Centre (DESC) has successfully concluded its 'Don't Get Played' campaign, aimed at enhancing cybersecurity awareness during Cybersecurity Awareness Month. The campaign engaged the community by focusing on various cyber fraud tactics, including identity impersonation and AI-generated deepfakes, and resulted in the signing of seven memoranda of understanding (MoUs) to bolster cybersecurity cooperation.
According to Wam, the campaign featured "Yado Salama," a virtual Emirati grandmother who conveyed cybersecurity awareness messages through a combination of Emirati culture and modern technology. Over the course of five weeks, Yado Salama introduced audiences to four fictional scammer characters, helping them to recognize fraudulent activities and verify suspicious requests under the slogan 'Pause. Verify. Don't Get Played.'
The campaign achieved significant online engagement, recording 15,134 website users and 22,003 sessions. A notable initiative was a QR-code awareness experiment that highlighted the dangers of untrusted links through a fictional free-coffee promotion. Additionally, DESC organized an interactive event at Al Khawaneej Walk, where visitors tested their ability to identify cyber scams, partnering with over 30 cafés and restaurants across Dubai to integrate cybersecurity awareness into daily life.
The campaign also included four competitions with a prize pool of AED230,000, attracting participation from content creators, university students, cybersecurity professionals, and the public. These competitions encouraged the use of creativity and technical skills to develop cybersecurity awareness content.
To ensure the campaign's sustainability, DESC signed seven MoUs with partner organizations to foster cooperation in cybersecurity awareness, training, and capability development. These agreements focus on developing national and specialized cybersecurity talent, conducting training programs, and facilitating knowledge exchange to strengthen cyber readiness.
Amer Sharaf, CEO of Cybersecurity Systems and Services at DESC, emphasized the campaign's success in delivering cybersecurity awareness through innovative methods that resonate with the community. Sharaf also highlighted that the MoUs will enhance capability development and expertise sharing, supporting Dubai's ambition to be the safest city in cyberspace.
The campaign's closing ceremony acknowledged the contributions of strategic and supporting partners in achieving its success and community awareness goals.