In an age where digital con jobs are getting smarter than your phone, CelcomDigi, Meta, and the Ministry of Communications are betting on something even smarter — Malaysia’s young creators.
Last week, a fresh cohort of 35 changemakers kicked off training under the Online Safety IRL: Scam Edition fellowship, a nationwide initiative that fuses creativity, community and conscience to fight scams where they spread fastest — online.
From Content to Countermeasure
Co-organised by the Ministry of Communications, CelcomDigi Berhad, Meta Platforms Inc., and Ratio:Cause, with Tonton as media partner, the programme aims to turn creators into digital watchdogs.
But this isn’t another corporate CSR push wrapped in hashtags.
It’s a grassroots campaign to shift everyday behaviour — one Reel, one TikTok, one auntie’s WhatsApp forward at a time.
The fellowship comes in two tracks:
Creators’ Pathway – A three-month sprint with a RM8,000 grant, masterclasses, and networking.
Youth Pathway – A six-month mentorship journey ending with a hands-on community project.
Together, they form a new ecosystem of digital advocates equipped to sniff out scams — and educate others to do the same.
A United Front for Digital Trust
Communications Minister Fahmi Fadzil called scams a “national menace” that demands collective vigilance.
“Protecting Malaysians requires all of us to work together,” he said.
“This programme shows what’s possible when government, industry, and communities unite for safer online spaces.”
From CelcomDigi’s side, Philip Ling, Head of Sustainability, sees content creators as “powerful changemakers” whose influence extends far beyond the screen.
“Through Online Safety IRL, we’re helping to grow a dynamic network of advocates who can continue to spark conversations, shift behaviours, and make the internet safer for everyone,” he noted.
Meta’s Daniel Lim, Head of Public Policy for Malaysia, and Brunei, added that online safety is a shared responsibility.
“We want the next generation to navigate digital spaces confidently. Supporting these young leaders helps us all build a more secure and informed digital future.”
For New Su Shern, Executive Director of Ratio:Cause, the campaign is evolving from awareness to cultural movement.
“It’s not just about spotting scams; it’s about changing how Malaysians think, act, and look out for one another online.”
The Game of Scam
To make the learning stick, Meta also unveiled an interactive game, “Is This Legit?”, now available in Bahasa Malaysia.
The game, found at my.isthislegit.eyeyah.com, uses real-world scam scenarios to teach players how to think twice before they click once.
Signals for Storytellers
Content with purpose sticks longer. In a world where clickbait fades fast, campaigns that protect communities earn trust — and trust is the ultimate brand currency.
Youth are not the audience; they’re the solution. By empowering young creators as educators, CelcomDigi and Meta turn the youth demographic into a safety net, not a target market.
Partnerships beat press releases. This initiative works because it unites telco, tech, government, and grassroots. That’s the real marketing blueprint for social impact.
When scams evolve, so must storytelling.
What CelcomDigi, Meta, and the Ministry have done here isn’t just public education — it is nation branding at its best.
Because when creators start guarding the community, content becomes conscience.
