Photo Credit: WAM
The Dubai Electronic Security Centre (DESC) has launched “Don’t Get Played”, a month-long cybersecurity awareness campaign aimed at helping the public identify scams and respond more safely to suspicious digital activity.
Running throughout October as part of Cybersecurity Awareness Month, the campaign encourages residents to follow a simple rule before reacting to unusual requests or messages: Pause. Verify. Don’t Get Played.
The initiative focuses on helping community members recognise common warning signs associated with fraud, including pressure to act quickly, requests for secrecy, unusual demands and attempts to discourage independent verification.
DESC is also organising a series of competitions carrying a combined prize pool of AED230,000. The competitions are open to university students, content creators, members of the public and Security Operations Centre (SOC) teams from Dubai Government entities.
Participants will be encouraged to use their knowledge and creativity to develop innovative cybersecurity content and solutions.
The campaign comes as online fraud becomes increasingly sophisticated. According to data from digital identity verification and cybersecurity platform Sumsub, sophisticated multi-step fraud attempts detected on its platform rose by 180 percent in 2025 compared with 2024, increasing from 10 percent to 28 percent of all identity fraud cases detected.
Cybercriminals are increasingly using impersonation, fraudulent messages and AI-manipulated voices, images and documents to make scams appear more convincing.
A central character in the campaign is “Yado Salama”, a virtual Emirati grandmother presented as someone whose experience and instincts make her difficult to deceive.
Through a series of digital scenarios, Yado Salama highlights common scam techniques and demonstrates how taking a moment to verify information can help people avoid becoming victims of fraud.
Yousuf Hamad Al Shaibani, CEO of the Dubai Electronic Security Centre, said digital scams are becoming more sophisticated as technology continues to advance.
He said DESC remains committed to providing the community with the knowledge and confidence needed to respond safely to fraudulent attempts, adding that the campaign encourages people to pause before acting and verify information through trusted sources.
Throughout October, the “Don’t Get Played” campaign will be promoted through social media, digital platforms, outdoor advertising and community activities, with support from government and private-sector partners.
Full details about the competitions, eligibility requirements and registration are available through the campaign’s official website at dontgetplayed.ae.
