CelcomDigi reaches 4 million with anti-scam campaign on TV & online

Over 4 million Malaysians have been reached by a collaborative campaign between CelcomDigi and Media Prima, which focused on raising awareness of online scams through real-life stories.

The campaign centred around Kisah Benar: Scam Siber, a three-month series presented on TV3's crime show 999. Over 13 episodes, the series depicted a range of scam cases, including love scams, fraudulent job offers, phishing, deepfake fraud, and fake investment schemes.

The aim was to illustrate the evolving tactics used by scammers and highlight the warning signs and emotional impact on victims. The stories were intended to be relatable, helping viewers recognise the varied forms that scams can take, while stressing the need for constant vigilance when navigating the digital landscape.

Each episode incorporated expert advice, with practical suggestions on how to identify scams and act proactively to avoid becoming a victim. The campaign was designed not only to bring awareness but also to equip the public with actionable knowledge to stay safe online.

Expanding reach online

In addition to the television series, the campaign extended its reach online. Short video clips and full-length episodes were made available on Tonton, a Malaysian streaming service, enabling more viewers to access the content at their convenience.

The campaign sparked discussions nationwide about safer digital habits, further amplifying the original broadcast's impact. The use of digital platforms formed part of a wider strategy by CelcomDigi to combat online scams and foster a secure online environment.

Broader anti-scam initiatives

CelcomDigi's anti-scam efforts span beyond the Kisah Benar: Scam Siber series. Over the past three years, the company has introduced several initiatives aimed at enhancing online safety and raising awareness about scams across various segments of Malaysian society.

These efforts include interactive online games, such as "Can you escape online scams?", which was developed in partnership with Malaysiakini. The game simulates real-world scam scenarios to help participants enhance their ability to detect scams.

The company also launched an online hub featuring stories from scam victims and survivors. The hub provides information on how to spot potential scams and offers guidance on steps to take in the event of a suspected scam encounter.

Workshops and training have been provided for civil servants, educators, radio presenters, university students, and youth leaders, with the aim of building a network of scam awareness advocates across the country.

Additionally, campaigns driven by content creators and influencers have been used to disseminate scam prevention messages through social media channels, reaching younger audiences where they are most active online.

Collaboration and community engagement

The company emphasised the importance of strong partnerships with media, enforcement and government agencies, expert groups, and community advocates. By collaborating with a broad set of stakeholders, CelcomDigi aims to deliver relevant and accessible anti-scam content to different segments of society.

Philip Ling, Head of Sustainability at CelcomDigi, said:

"Scams are evolving, and so must our approach to awareness. Through relatable storytelling and strong partnerships, we're helping Malaysians stay informed and alert in their everyday digital lives. This is one of many steps we are taking to build a safer, more resilient digital community."

The Kisah Benar: Scam Siber series remains accessible on Tonton, providing ongoing resources to help Malaysians recognise and respond to the changing tactics employed by online scammers.