Emirates NBD, a prominent banking group in the MENAT region (Middle East, North Africa, and Türkiye), has unveiled an extended collaboration with Dubai Police and Leo Burnett to introduce a comprehensive safe banking initiative across the UAE.
Titled #IWillSurvive, this campaign strives to enhance public understanding of cybersecurity while urging customers to proactively report any fraudulent activities or attempts. The initiative leverages Emirates NBD’s enduring alliance with Dubai Police to foster a more secure banking environment for customers in the UAE.
The public service campaign, a testament to Emirates NBD’s ongoing commitment to secure banking, features a vibrant video set to the tune of Gloria Gaynor’s ‘I Will Survive,’ showcasing Dubai Police officers and vehicles. The campaign’s focal point is an empowering theme song narrating the success stories of fraud victims whose reporting led to the apprehension of scammers. The video advocates for reporting not only successful fraud attempts but also thwarted ones, emphasizing the collaboration between individuals, banks, and law enforcement. Active participation from Dubai Police staff is highlighted in the engaging video.
Building on the achievements of previous campaigns such as the 2021 anti-phishing initiative and the viral #secureyouraccount video in 2019, Emirates NBD reiterates its dedication to protecting customers. The bank pledges to fortify its digital infrastructure, processes, and analytics, deploying programs, products, and solutions for secure digital transactions. Regular email and SMS campaigns, along with social media messages, offer guidance on recognizing and avoiding scams, and the bank’s website prominently displays tips for safeguarding personal information and adopting secure banking practices.
In light of the escalating cyber threats in the UAE, with over 71 million prevented cyber-attacks in the first three quarters of 2023 according to the UAE Cybersecurity Council, Emirates NBD and Dubai Police underscore the importance of reporting any cyberattack attempts. Human error remains a significant vulnerability, accounting for over 80% of hacks in the Middle East in 2022, as reported by Verizon. The financial implications of data breaches underscore the urgency for collective vigilance, with the Middle East ranking second globally in the average total cost of a data breach at USD 8.07 million.
Abdulla Qassem, Group Chief Operating Officer at Emirates NBD, emphasized the crucial role of customer awareness in countering cyber threats. The collaboration with Dubai Police aims to instill a proactive approach among customers, using a humorous and memorable video as a tool for effective communication.
Emirates NBD, recognized for its cyber defense prowess, emerged victorious at the 2022 International Cyber League Competition, surpassing 200 teams globally. The bank, along with Dubai Police, urges the public to report any suspicious links or emails related to their bank accounts to their respective bank’s call center and Dubai Police through their website: www.ecrime.ae. Emirates NBD customers can contact the bank’s call center at 600 540000 for assistance.
