As AI-powered scams become increasingly sophisticated, a new generation of Malaysian changemakers is stepping up to counter them.

Online Safety IRL: Scam Edition officially kicked off recently, bringing together 35 content creators and youth leaders from across Malaysia to lead the fight against AI-driven financial scams. 

Collectively, these fellows have the potential to reach and influence more than five million users online, amplifying scam awareness and helping communities build safer digital habits.

Jointly driven by the Communications Ministry, CelcomDigi Berhad, Meta Platforms, Inc., and Ratio:Cause, with Tonton as media partner, the programme aims to grow a strong, peer-led network of digital safety advocates.

From awareness to action

Building on the success of its first edition, which reached more than 2.8 million Malaysians through digital safety content, this year’s fellowship deepens its focus on AI-driven financial scams. 

Fellows (above) will participate in expert-led masterclasses, field immersions, and mentorship sessions designed to sharpen their scam-spotting skills and explore AI’s dual role as both a threat and a tool for safety.

“Scams affect everyone, and protecting Malaysians requires us all to work together,” said Communications Minister YB Datuk Fahmi Fadzil at the launch. 

“This programme shows what’s possible when government, industry, and communities unite to build awareness and strengthen online safety for all.”

Harnessing the power of peer influence

CelcomDigi’s Head of Sustainability, Philip Ling, highlighted the pivotal role of creators and youth leaders in shaping safer online behaviour, highlighting that content creators and youth leaders are powerful changemakers with their ability to reach and influence communities both online and offline. 

“Through Online Safety IRL, we’re growing a dynamic network of advocates who can spark conversations, shift behaviours, and make the internet safer for everyone,” he said.

Ling added that CelcomDigi remains committed to fostering a secure digital environment through partnerships that strengthen trust and digital resilience nationwide.

From left: CelcomDigi Head of Sustainability - Philip Ling, Meta Malaysia Public Policy Manager - Amirah Amir, Tonton General Manager of Product & Brand Development - Muhd Fikri Rizal, moderator and Youths IRL alumnus Melvin Jangga, during a panel discussion.

Similarly, Meta’s Head of Public Policy for Malaysia and Brunei, Daniel Lim, underscored the importance of equipping young Malaysians with real-world digital safety skills.

“Protecting people online is a collective effort. Through this programme, we’re proud to support young leaders and creators as they champion scam awareness and inspire safer online behaviour in their communities,” he stated. 

“Together with our partners, we’re building a more secure and informed digital future for all Malaysians.”

Collaboration that scales impact

For Ratio:Cause Executive Director, New Su Shern, the fellowship represents more than awareness. It’s also about triggering mindset change. The success of the first edition was proof how powerful collaboration can be when different stakeholders come together with a singular purpose.

“This year, we’re expanding that impact even further, reaching more people across the country through a more diverse group of creators and youth fellows.

“Together with the Communications Ministry, Meta, CelcomDigi, and Tonton, we’re making scam resilience not just a campaign, but a nationwide movement powered by voices of our own communities,” she said.

Two tracks, one mission

The Online Safety IRL: Scam Edition features two dedicated fellowship tracks:

Creators IRL - a three-month fellowship offering a RM8,000 grant, expert masterclasses on scam psychology, AI-generated fraud, and ethical content creation, along with networking opportunities with industry and government partners.

Youths IRL - a six-month programme with masterclasses on community outreach, mentorship from experts, and hands-on collaboration to design community projects that raise scam awareness.

Both tracks aim to equip participants with practical skills, real-world exposure, and the networks needed to turn advocacy into action.

Gaming the scam

Alongside the launch, Meta unveiled “Is This Legit?”, a new scam awareness game available in Bahasa Melayu. The interactive experience teaches players how to identify and avoid common scams through creative gameplay that reinforces scam-spotting instincts over time.

The game, accessible on my.isthislegit.eyeyah.com, uses art and storytelling to help users embed scam awareness into daily digital habits, turning online learning into behavioural change.

Towards a safer digital Malaysia

With scams costing Malaysians billions each year, the fellowship represents a united effort to turn awareness into nationwide resilience.

By empowering creators and youths to take the lead, Online Safety IRL: Scam Edition hopes to build a stronger, more informed generation ready to protect communities against digital deception.

To follow the fellows’ journey or learn more about the programme, visit onlinesafetyirl.com or follow @onlinesafetyirl on Instagram, Facebook, and TikTok.