Online Safety IRL Campaign Educates 12 Million Malaysians Through Behavioural Change And Creator Partnerships

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The Online Safety IRL (In Real Life) social media campaign has concluded after reaching nearly 12 million social media users and generating more than 666,000 engagements across platforms such as Instagram, TikTok, and Facebook.

Executed by social impact agency Ratio:Cause, the campaign was run in partnership with the Ministry of Communications, Meta Platforms, Inc., CelcomDigi Berhad, and the Communications and Multimedia Content Forum of Malaysia (Content Forum), with media support from REV Media Group.

The result was a trailblazing initiative aimed at holistically addressing online safety issues through user behavioural change strategies and collaborations with content creators. To highlight the online behaviours that make social media users vulnerable to scams, the campaign launched deceptive ads promoting non-existent year-end sales, limited-time travel discounts, and urgent animal shelter donations.

These deceptive ads reached almost 780,000 people, with 20% clicking through to a webpage—only to be alerted that they had nearly fallen for a scam. From there, nearly 26% clicked on to read the campaign’s online safety tips, spending an average of 2 to 4 minutes educating themselves. By the end of the campaign, clickthrough rates dropped to 17%, indicating an improvement in user caution and awareness.

Working with 19 content creators, the campaign promoted online safety knowledge and habits to address scams, online child sexual exploitation and abuse (OCSEA), and cyberbullying. Many users reported discovering the National Scam Response Centre’s 997 hotline, the risks of online gaming websites, and effective ways to respond to cyberbullying.

Through the Creators IRL fellowship programme, 10 of the creators received hands-on training in understanding online harms and developing impactful, ethical content. Fellows included well-known Malaysian influencers and creators such as Vikarworld, Raj Mahal, Alexey Brock, Abang Lawyer, Shahirah Shah, Eizuwan, Hubert Lee, Jane Teoh, Dharshamini Kesavan, and Esty Richard. They produced content in English, Malay, and Tamil, reaching a wide audience across Malaysia.

The campaign also encouraged Malaysians to share their personal scam encounters and what they learnt from them, normalising conversations around scams and building community resilience. For videos that addressed child online safety and cyberbullying, followers expressed support for wider awareness of grooming and the need for greater parental knowledge of online threats. In total, campaign content was shared over 17,000 times.

Through this initiative, Creators IRL fellows reported a notable improvement in their ability to prevent and respond to online safety issues, and a deeper understanding of how to use their platforms to create positive impact.

“I started out making content for business purposes, but along my journey I realised that it can give impact to everyone who watches it. This programme paves the way for me to understand how to connect to my audience while delivering a good message,” said Shahirah Shah, a lifestyle KOL.

“The programme has taught me how to use my platform well because a lot of my viewers are young. It fed me with knowledge and information, and showed me the right channels and organisations for scam reports. I learnt so much from the programme and from my fellow creators,” said Hubert Lee, one of Malaysia’s top YouTubers.

Building on the success of this pilot campaign, Ratio:Cause and its partners are committed to continuing their efforts to create a safer digital landscape by empowering Malaysians with the knowledge and tools to combat evolving online threats.

“We want people, especially young people, to connect with others in an environment where they feel safe, and where they leave our apps feeling good about the time they spend on them. By empowering young people in Malaysia with the tools, support, and resources they need, we’re helping to create a safer online community for everyone. This initiative is just one example of our ongoing efforts on online safety in Malaysia, and we’re excited to see the positive impact it will have,” said Daniel Lim, Head of Public Policy for Malaysia at Meta.

“With over 20 million Malaysians relying on our services, we understand the important role we play in shaping a safer digital space. Society needs constant reminders of the various threats online, especially scams and fraudulent activities because despite high awareness, there is still a gap in understanding how to take preventive actions. By working closely with partners and tapping into our nationwide reach, we’re committed to building a trusted digital society. Through initiatives like this, we’re rallying a strong community of advocates to raise awareness, drive meaningful conversations, and encourage safer online behaviour,” said Philip Ling, Head of Sustainability at CelcomDigi.

“This collaboration was never about preaching from a pedestal—it was about rolling up our sleeves and co-creating with some of the most dynamic voices online. These creators brought the vibe, we brought the values, and together, we reached Malaysians in ways that rulebooks alone never could. When creativity meets credibility, awareness becomes action,” said Mediha Mahmood, CEO of the Content Forum.

As scams and digital risks grow more sophisticated, the pursuit of a safer internet demands ongoing collective effort. Content creators, digital advocates, and everyday users all have a vital role to play in fostering secure online communities. To further this mission, Ratio:Cause and its partners are excited to announce the launch of an enhanced version of the programme, featuring a refreshed lineup of partners and stakeholders from both private corporations and government agencies. This expansion aims to broaden the programme’s reach and impact, cultivating a generation of resilient digital citizens in Malaysia. Those eager to contribute to this cause can stay informed about the next phase of the Creators IRL programme by visiting onlinesafetyirl.com and following @heycreatorsirl on Instagram and TikTok.