CelcomDigi, Meta and Comms Ministry back new wave of scam awareness creators

A new generation of Malaysian changemakers is stepping up to fight AI-driven scams under the latest edition of "Online safety IRL: Scam edition". The fellowship brings together 35 content creators and youth leaders who collectively reach more than five million users online, equipping them to advocate for scam awareness and safer digital habits across their communities.

Jointly driven by the Ministry of Communications, CelcomDigi, Meta Platforms and social impact agency Ratio:Cause, with media partner Tonton, the initiative takes a multi-stakeholder approach to strengthening digital resilience. It follows the success of the programme’s first edition, which reached over 2.8 million Malaysians through creator-led campaigns on online safety.

This year, the programme zeroes in on financial scams increasingly powered by AI tools and deepfakes. Participants will undergo intensive training through masterclasses, mentorship and fieldwork to sharpen their scam-spotting skills and learn how AI can both fuel and fight fraud.

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Communications Minister Fahmi Fadzil highlighted the importance of joint action, saying that online safety requires collaboration between government, industry and the public. CelcomDigi’s head of sustainability, Philip Ling, noted that creators play a key role in shaping safer online behaviours, while Meta’s head of public policy for Malaysia and Brunei, Daniel Lim, said the initiative helps equip the next generation to navigate digital spaces with confidence.

Ratio:Cause’s executive director, New Su Shern, added that the programme’s impact goes beyond awareness, it’s about transforming how Malaysians think and act online. This year’s edition introduces two fellowship tracks for creators and youth advocates, with participants receiving mentorship, grants and hands-on project opportunities.

The launch also featured Meta’s interactive scam awareness game 'Is this legit?', now available in Bahasa Malaysia. The game uses storytelling and creativity to teach users how to identify common scams and make safer decisions online.

Earlier in July, CelcomDigi had teamed up with Media Prima and OMD Malaysia for Kisah benar: Scam siber ('True story: Cyber scams'), in a fight against cyber fraud through a content push on TV3’s iconic crime show 999.

The special segment is designed to educate Malaysians about the alarming rise and evolving face of online scams, which ran for 13 episodes from 1 July to 23 September 2025. Each instalment featured dramatic reenactments based on real police reports of cybercrime cases from Macau scams and fake parcel deliveries to bogus job offers and romance scams. The reenactments were paired with concise prevention tips that viewers can put into practice.

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