The Dubai Electronic Security Centre (DESC) has concluded its “Don’t Get Played” campaign, which focused on cybersecurity awareness. The campaign launched during Cybersecurity Awareness Month and drew strong community engagement. DESC also signed seven memoranda of understanding (MoUs) to strengthen cybersecurity cooperation.

The campaign aimed to raise awareness of evolving cyber fraud tactics. These included identity impersonation, fraudulent messages, misleading offers, and AI-generated deepfakes. It helped the public recognise scams and make safer decisions online.

A defining feature was “Yado Salama,” a virtual Emirati grandmother who embodies wisdom and experience. She delivered cybersecurity messages through a blend of Emirati identity and modern technology.

Over five weeks, Yado Salama progressively revealed four fictional scammer characters. Each represented a different fraud tactic. This helped audiences recognise warning signs and verify suspicious requests under the slogan “Pause. Verify. Don’t Get Played.”

Digital content and interactive experiences recorded 15,134 website users and 22,003 sessions. One key initiative was a QR-code awareness experiment. It simulated fraudulent offers through a fictional free-coffee promotion. The experiment highlighted the risks of untrusted links and offers.

DESC also organised an interactive event at Al Khawaneej Walk from 22nd to 30th October. Visitors tested their ability to identify cyber scams. In addition, more than 30 cafés and restaurants across Dubai partnered with the Centre. Together, they brought cybersecurity awareness into everyday settings.

The campaign also featured four competitions with more than 500 entries. The combined prize pool was AED230,000. The competitions engaged content creators, university students, cybersecurity professionals, and the wider public. Participants used creativity, artificial intelligence, and technical skills to develop awareness content and take part in specialised cybersecurity challenges.

To sustain the campaign’s impact, DESC signed seven MoUs with partner organisations. The agreements aim to expand cooperation in cybersecurity awareness, training, and capability development. They cover national and specialised cybersecurity talent, training programmes, workshops, conferences, and cyber simulation exercises. They also include knowledge exchange and the sharing of best practices to strengthen cyber readiness.

Amer Sharaf, CEO of Cybersecurity Systems and Services at the DESC, commented on the results. “The campaign demonstrated the importance of delivering cybersecurity awareness through innovative approaches that resonate with the community,” he said. “Yado Salama helped simplify key messages by connecting them with everyday situations, strengthening the public’s ability to recognise cyber fraud tactics.”

Sharaf added that the seven MoUs will support capability development, expertise sharing, and cooperation with partners. He said this reinforces Dubai’s efforts to become the safest city in cyberspace.

The closing ceremony also recognised the campaign’s strategic and supporting partners. They were acknowledged for their contributions to the campaign’s success and community awareness objectives. Overall, the initiative shows how creative formats can support cybersecurity awareness across the community.

Related post

View all